GPU Question

With Battlefield 4 nearing it's release date, I've been thinking about getting a new GPU. I've had an EVGA GTX 770 Classified in mind but I'd like to weigh other options before I go spending money. So basically, can you guys think of a cheaper GPU that has the same level of performance or a better GPU for the same price. Trying not to spend much more than $500 USD.

ATI Radeon HD 7970 costs like $340 and gives good performance single handed.

Bump still looking for advice on this.

the Radeon R9 290X has just been announced today and is a bit of a nvidia gtx titan killer. not sure on price exactly, look around.
i've heard BF4 is totally optimised for DX11.1 and Radeon chips, I believe they're going to bundle BF4 with the GPU as well.

770 Classified is great but for that little bit more the Radeon R9 290X will take a big poop on it, i'd wait for some third-party cards to come out with better cooling systems rather than buying the reference card.