this is reality what you need to pay for a particular product is entirely irrelevant: what matters is the cost to benefit ratio
and personally I would't touch either the 960 or 470 with a 10 foot insulted pole
because they are both useless at anything close to 1080p
barely scraping 60fps is not acceptable the closer to the limits you run any bit of hardware the more issues you can expect
nvidia's tech is just superior to AMD's nothing about that has changed
Considering RX470 is almost RX480 which is about GTX 980 speeds, I'd greatly disagree with that. These cards aren't meant for Ultra settings anyway, so they have plenty grunt for 1080p at medium or even some high settings.