I was pondering a 970, but the R9 390 appears to mostly kick its ass, so an easy decision, given they are about the same price. Awesome stuff.
From what I can see, the R9 390 is a big improvement on noise levels in comparison.
If noise levels (and heat output) are important to you, watercool your card.
I recently bought a secondhand Sapphire 7990 and its waterblock for R4k. Can't beat that value.