If you need a graphics card right now, I'd recommend the 280X. It has more RAM, is GCN-based and thus will support Mantle, overclocks decently, and is generally more future proof. Although it is based on 2-year old technology, you can look on the bright side and note that it's a "tried-and-true" graphics card.
If you really like the games that the 770 comes bundled with and were going to buy them even if you bought a 280X, then I'd start weighing out how much the value of those 3 games means to you. Additionally, if you plan on streaming, ShadowPlay is a handy feature to have.
Lastly, if you are really considering the 290 but are worried about noise, I'd highly recommend waiting it out until aftermarket cards are released. They shouldn't be any more than $30-40 more expensive than the reference model but the benefits outweigh the extra 10% in price in my opinion.