It's cooler, quieter and it's an OC monster, when OC'd the difference is much more than 10%. The 290 is a better value proposition and the Xfire has improved but the 780Ti is still attractive for single card users such as myself. I game at 1440p at the highest possible settings and I don't like the headaches of Xfire AND SLI. I just want it to work and work well. A lot of us have an EVGA 780 already and are awaiting Step-Ups. The Step-Up Que is very slow right now though. Got in at #232 on November 7th and I'm only down to #210, been stuck at #210 for a few days now.
I love how quiet these 7 series are in general, I don't like to hear my PC at all and full water cooling is not my cup of tea.