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installed a GTX970, now getting a blank screen with a _ in top left and B2 in bottom right, any ideas

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friend of mine is upgrading his GPU, from a gtx560 to a gtx970

MSI 990xa GD5
Phenom II X6 CPU (exact model unknown)
Cooler master v750 psu

when he booted, all he got was a _ in the top left of the screen and "B2" in the bottom right.

I told him to swap his old card back in, and update the BIOS and retry. if that doesnt work, it might be a PSU issue?

any thoughts?