Take it how you will, but here the 760 is about on par with the 7970 (in BF3) but BF4 is an AMD Gaming Evolved title so initial scoring when the game is released will be in favor of AMD cards.
My suggestion, wait for the R9 290x to drop real soon and check pricing then. The R9 280x is supposed to be a rebranded 7970 so actual 7970 pricing, and all of Nvidia's line should drop.
Edit: Before people **** all over what I said, the 7970 is a better card than a 760 but if you want to stick with Nvidia you'll get pretty much the same performance in Battlefield.
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