Where are you getting your information?
It was a little off about the MSI lighting and I know the PSC+ runs just a tad bit warmer than the Lighting.
I think you're trying to prove only one of my many statements wrong considering what you linked. :P
My main point was that 970s are way more consistently cool and draw less power. Even the articles you linked me prove that.
Also, notice the second link's power consumption section... the least in power consumption a 290x provides there is over 400w.
For those same cards that you mentioned, you have to pay $30+ minimum more than the lower priced cards to get any reasonable cooling, with the power draw still being higher than the cheapest 970s.
Like I said before, the 970s are way more consistently cool and draw less power.
I'm not saying the 290x is a bad option, but in reference to cooling and power draw (which is what this entire convo has been about), the 290x simply doesn't catch up to the 970.