I noticed in the wee hours this morning something interesting on Newegg, some AMD GPUs are offering something other than Dirt Rally. The Sapphire 390x for example comes with a Mad Max code for example. And it's marked down to 399.
Meanwhile, the 970 (at least the ones from MSI) don't appear to have a game code as of right now. Something to keep an eye on if you're looking to upgrade your video card.
I agree, I'm basically willing to go 425 with these. Which is why I decided to go with the MSI version, currently 419 on Amazon, free shipping. And comes with Civilization: Beyond Earth, a game I was already planning on buying. So, keep your eyes peeled. Depending on whose selling it you can actually scare a pretty solid discount if you find one with a game you're already looking to get.
Also, wanted to point out that because of the popularity of the 390 v the 390x to this point I'm finding that availability has become an issue. And so a 390 from Amazon for example (NewEgg is sold out) is $379.99 + $6.49 shipping. Whereas the 390x version is $419.99 with free shipping. The non X version doesn't come with a game either.
Note: This is just the MSI variant, not taking the other makers versions into consideration personally as I'm trying to keep my system matching and I already use MSI stuff. So mileage will definitely vary.