EDIT: Please be aware these reviews are all lumped together for SIX versions of the 970 card. My review was actually for the EVGA GTX 970 SSC (Super Superclocked) ATX 2.0 (04G-P4-1975-KR) that is no longer listed here. I originally bought that model because I definitely wanted the ATX 2.0 fan and it was the forst card in stock at the time. Thanks to EVGA's 60 Day step up program, I am updating to the EVGA GeForce GTX 970 FTW ACX 2.0 (04G-P4-2978-KR) for $10 plus $11 shipping. Say what you want, I love EVGA.
As far as fan noise, there is a firmware update for the 970 ATX 2.0 cards that allows the fan to be at 0% when idle. It makes the fans more efficient on the atx 1.0 cards, but doesnt offer the 0%. Here's the link. http://forums.evga.com/EVGA-GTX-970-ACX-Firmware-Update-v11-m2228516.aspx

Let me start by saying I am no overclocking expert, but consider myself pretty knowledgeable. I upgraded from the EVGA GTX 660 TI FTW to this exact card.
Pros:
1) This card is smaller.
2) this card draws way less power
3) runs much quieter
4) benchmarks more than 2x faster

I have this card overclocked using EVGA's Precision X 16 software to power target 110% (max)
GPU Clock Offset +100 MHz
Mem Clock Offset +300 MHz

3DMark Firestrike benchmark score = 9204(!!! for single GPU!) (slightly better than the 780 TI at less than half the price, better than the Titan line
Unigine Heaven Benchmark on full screen extreme settings = 81.7 FPS, score 2059
Unigine Valley Benchmark full screen Extreme HD Preset = 59.7 FPS, score 2498

FY! - free versions of these benchmarking tools are available. download them and see what you're getting now to compare. Then you will see how amazing this card really is.

Playing Crysis 3, Bioshock Infinite, Far Cry 3... temp never exceeded 67 C

When looking at the EVGA cards, keep in mind the 3 different flavors of cooling... the single fan, the older ACX 1.0, and this new ACX 2.0. To me, this new cooling system is whisper quiet. People are comparing this card to the MSI version, and it's basically a balance of cooling vs. quiet. I can live with the extremely slight fan noise, and feel safer knowing the card stays cool.

There's an excellent review on hexux.net of the EVGA 970 FTW card, if you want detailed benchmarks and specs.

Also, you can move up to the 980 line of NVidia cards, but from all my research, you barely get a 10-15% improvement over the 970's, for ~$250 less. This is the card that will give you the best bang for the buck.

I'll post screenshots of the benchmark results and Precision X settings

keep in mind that the 970, sc, ssc, ftw (EDIT - I've read the FTW has a better cooling architecture, plenty of info on the forums) are the same architecture, the only difference is the factory overclocking. buy whichever card is in stock, but make sure it's the ACX 2.0 cooler version.

Last note: EXGA 3 year replacement warranty, plus 60 day step-up policy...

NOTE: This review is not just of the GTX 970 (if you just want info on the card scroll down near the bottom), but my experience with EVGA as a whole. I have been a long time customer (going on 14 years) of EVGA exclusive cards, so I want to not only highlight the great graphics card the TX 970 is, but my utter satisfaction with a company dedicated to making outstanding cards that LAST.

-As the title says, they have done it again. EVGA has NEVER let me down on graphics cards. To explain more about my review I will be going into a short history lesson on EVGA products I have owned, if you want the TL;DR version feel free to scroll down to the arrow, but I encourage you to read the whole thing as it explains why I will NEVER buy a non-Nvidia EVGA product as a graphics card.

-I started my journey with this company at the age of 10, I had just built my first PC with random parts including the 8800 GTX from EVGA (that I still own, it is framed above my pc for sentimental reason). This computer could run Halo 1 on the Ultra specs of its time, run Counter Strike Source also on ultra, and TF2 on Ultra settings. I was happy... I was content.

-This card lasted me 6-1/2 long years. During this time it would run everything on Ultra settings, truly a great card. However the dark day finally came, it couldn't run Battlefield Bad Company 2 on Ultra settings, or even on high, I cried as I ordered a GTX 470, framing my 8800 GTX above my computer with a little card reading "Never forget".

-Moving on to my GTX 470 (once again from EVGA), Im 17 now, games are getting more and more refined. Iv upgraded to a new pc, more RAM, better processor, the works. Again Im running everything on Ultra, BFBC2 never looked better. Once again, Im happy. The product works, I can run everything on Ultra, and I can even run GPU Water simulation on Just Cause 2. As I grow older, my 470 ages with me, forcing me to overclock it to make it run equal to a factory clocked GTX 480, at age 20 I can still run everything on Ultra, I remain happy.

-A few days ago (currently age 23.9 (24 in 1 month)) it was with a heavy heart that I realized, its over GTX 470 :'(. I had just gotten The Division
pre-order exclusive BETA and went to launch it, I lagged so hard it was unplayable. With tax-refund in hand and tear stained eyes, I ordered the 970 to replace yet another outstanding card from EVGA. (That will also be in a frame above my PC as soon as the frame I ordered gets to the house).

-So, overall I have owned 2 EVGA cards, both have lasted me 7 years EACH (for those of us who are/were poor college students who, you will understand what I mean). Now as I move on to my 970 (and my review of said card), I look back and salute EVGA along with all the great times I have had over the years with their cards.
-Never Forget 8800 GTX, goodnight, sweet prince </3.

------>Now to share my thoughts on the GTX 970.

First the Pro's:
-It is FAST, Runs 90% of games at 60 FPS (all games at 60 FPS on a 1920x1080 monitor). I have yet to hit it with something it cant run at 60 FPS on a 1920x1080 including The Witcher 3.
-Its QUIET if you configure it right, However!!! Make sure to read my Con's, because there is one thing you have to fix or else you will constantly hear a loud BRRRRRRRRRRRRRR noise.
-It came with a cool poster, stickers, pin, and in general just cool swag from EVGA that litters the front/sides of my PC with goodness. (also software that we will cover in the "cons" section).

Now for the cons.
-If you dont configure the sounds it can be LOUD.... Now I have seen many reviews complaining about a "coil whine" that is simply NOT THERE on a working product, I havn't seen/heard a coil whine since it came out of the box, if I do you readers at Amazon will be the first to hear. What it DOES have is loud fans that go from not running to 70%-%100 speed so it sounds like a chopper is taking off. What I did to fix this was download the "Precision X" software that came with my 970 and set the fans to run constantly at around 30%. You will hear a bit more noise, but nothing compared to the chopper taking off.
-The Size... Ah yes, as with most EVGA cards this bad boy has a HUGE booty (not quite as thick as my 470, but just as long/longer). Just make sure when you buy it your case can fit the 970 in all its bodacious glory.
-Running games above 1920x1080 effects the card. I mean its no Gtx 980 or a Titan X. Its like an upper middle class family, you can afford to eat and get by more then comfortably, but your not the 1% riding around in your Bently's laughing at the homeless. This card games wonderfully on 1920x1080, but if your going higher and want ultra settings, you might look into a Gtx 980 or a Titan X for the long run.

Neutral.
-Besides all that I feel I should point out this card DOES have 4 gigs of Vram, I have heard constant lies about "IT ONLY HAS 3.5 GIGS, WE GOT LIED TO!!!). This is simply and utterly not true. I have tested it with multiple apps for overclocking + I can see the 4 gigs when I am in Rainbow Six Siege options (photo included)(I also turned resolution down so I could use snipping tool). Anyone claiming that THIS SPECIFIC GTX 970 has less then 4 gigs of Vram is either confused or is limited by their MOBO/some other setting on their pc, but anyway you slice it they are WRONG.
(this was a point I researched a lot and it almost stopped me from buying this card and upgrading to a 980, glad I saved my $200).

TL;DR
EVGA=best
Pro's: Fast, Quiet (if configured correctly), lots of swag.
Con's: Loud (If configured poorly), huge ba-donk-a-donk (quite possibly one word? to lazy to urbandictionary).
Neutral: It DOES have 4 gigs of Vram.

Final Verdict, Another outstanding product by EVGA. 10/10 Would buy again -IGN.

If you have any questions, feel free to ask. Since I just got done configuring my card, its fresh in my mind so helping others configure will be easy for about a month until I forget ^_^.

 I purchased this card, the GTX 970 SC, prior to downloading No Man's Sky, and installed it after playing NMS for about a week (I had to wait for my new power supply to come in before installing this card). This card requires 500W minimum, and my Dell XPS 8700 power supply was rated at only 460W. The wait could not have been more worth it. I'm not the kind of gamer who can budget 800 bucks for the latest and greatest card out there (GTX 1080 cough cough), but this one does exactly what I want. When No Man's Sky launched, sure, I was able to "play" at 60 fps with none of the issues other players were reporting, but when I upgraded to the new card, holy cow. Not only did it look better, everything went so much faster! I hadn't known what I was missing. I also happen to play Cities: Skylines, and the experience has improved dramatically from the OEM GTX 745 that came in my Dell system. This card has knocked my socks off.
The card came packaged in a blister box with a DVI adapter and two PCI-E to Molex adapters. There was a screw that had come loose from the digital port on the card itself, and was rattling around the inside of the box (my only complaint), but it hadn't caused any damage. The HDMI port had a rubber grommet inserted into it for shipping, and the bus contacts also were protected with a rubber strip. I loved the attention to detail. For the building enthusiast, the CD driver sleeve contained a foil badge that can be affixed to the case to proudly proclaim one's love for all things EVGA. (Incidentally, I also installed at this time the EVGA 600B PSU, which I've also reviewed)