I was planning to pick up a card for a friend of mine, both because he needs an upgrade now, and also for when Star Citizen comes out.
A 280 is on sale right now for $150 ($135 if I sell the free game on ebay). I was originally planning on getting a 970. The 970 is about 25-30% better, but costs twice as much.
We're doing a full system upgrade late in the year, but I wanted to get a jump on the GPU/PSU now, since he can benefit from it.