I figured the price-point and bang-for-buck performance of the GTX 970 were just right. Figure on $350, but watch for sales. I feel almost fortunate that they didn't release the 960 until now, because I might have made a mistake.
The MSI GTX 970 "Gaming" 4G model has great reviews. For about $40 more, you can have the GTX 970 4G Gold LE version, which has a vented back-plate. These cards are so heavy and huge, I decided to pay for it.
Also, in my "investigations," some folks are irritated by a coil-whine that seems more common to the ASUS GTX 970 Strix. So I "shined on" the ASUS purchase and got the MSI. Ain't got no coil whine.
They're pushing it. The resellers are pushing it to kids on the street.
I can only say: "I'm hooked!" The AfterBurner software seems equal to or better than the ASUS Tweak.