You forgot one option, put the GTX 770 in the oven and save $500. Just a heads up, make sure to remove the heatsink first. Also, for the price/performance you're getting, the GTX 1070 is a huge rip off. I'd get the GTX 970, you could buy a new one for $260, or used for $180. The GTX 1060 is also about to be released.
This card is known to run hot. 85-90C is actually very common for the 390. Be wary of some of the advice you've gotten so far, much of it is incorrect. For example, the new AMD RX480 runs at around 85C, components in video cards are designed to operate at very high temps, so 90C is not a huge concern. You've gotten good advice to reapply thermal paste and clean the heatsink/fans. I've noticed that your case fans are set to a very low RPM, you could try turning them up to at least 1000RPM to improve airflow. Open air heatsinks such as this one will see a decent benefit from it. Another thing to keep in mind is the temperature of your room has a huge impact.
this is the only community i feel i belong so i'm posting this here. i hope there are some pc hardware gurus around here. i'll take my chances.
for me it is a beast of a card and got it pretty cheap from a local store but in its default settings this card is burning hot!
dissassembled it to change the thermal paste and since i'm really inexperienced i wasn't sure if this cooler is in a great condition. notice how it looks like it's damaged right around that part where it is making contact with the gpu? is that really a problem? or is that really "the" problem? if so the card is already void from warranty because i unscrewed the cooler part, even though didn't cause any damage while doing it (that's how things work in my country).
changing the thermal paste didn't help so i downclocked it a bit to stabilize at a 90 degrees celcius. it wouldn't be a huge issue for me if the card wasn't throttling (fps drops) or making very loud noises trying to get the temps down.
Sure, just having dealt with 1000s of situations over 15 years, AMD is always a problem WAY more often. I'm not going to list a 100 different examples nor do I even know the exact cause and solution for each one I encountered anymore. Just giving my opinion and vast experience on the subject. I'm sorry that doesn't fit with your limited personal experience.
Impressive synthetic benchmarks---I'll wait for actual benchmarks before I do anything rash. Has AMD gotten better over the years? I had a 6970 and didn't dig it---tons of developers were crafting games for NVIDIA and I started to encounter FPS issues less than a year after release with FC3. Drivers seemed hit or miss.
They have NOT. I deal with many PCs and Macs where I work, and I buy/implement/fix both NVIDIA and AMD video cards all the time, all kinds of models. Buying an AMD card for gaming is ASKING for headaches, unless you are on a really tight budget and the few extra bucks you save is worth many hours of time in the future, trying to get it to work well. The drivers still suck, AMD updates far less often and takes way longer to optimize for new games (if ever) than NVIDIA does.
Out of personal experience here as someone who has had AMD for 10 years - I can not wait to jump ship to Nvidia. The cost won't con me this time. The crossfire and driver support is absolutely appalling, and has been getting consistently worse over this time.
@puchiko: You pledge allegiance to a company for life instead of judging products on their own merit?
They make higher quality products, and have better drivers. AMD has really yet to hold a lead on either of those fronts. Its not a crazy statement. They make a much better product, but for some the low price of AMD offsets that. If you could pick a card, and cost was not a factor, I dont think anyone would go with AMD.
Higher quality products? Not sure where you're getting that from. Older gen AMD cards run hot and Nvidia cards have horrible coil whine, both have issues. Similar to you, I prefer Nvidia products because of the superior DX11 driver support. But I am not closed minded. I am open to purchasing an AMD card if they offer superior price/performance. Also, I'm one of those people that was pissed when it turned out that Nvidia lied about the GTX 970's specs. 3.5 GB's and less ROP's than advertised. Nvidia used their massive PR leverage with several PC enthusiast websites and Youtube reviewers to downplay/discount the issues.