Correct, I went 980ti - 970 - AMD 7990(died) - AMD 6950 - 8800GTS - 4870x2 - and a 7900x2 at some point, and more. i'm not loyal to any brand, the brands haven't done anything for me other than charge more per generation for their products. My CPU is AMD, used to be Intel, and i'll probably switch back at some point, whatever is the best price/performance at the time i need to upgrade.
There are many, many reviews that cover this exact same dilemma between the 5700xt and the 2070 SUPER.
I've read some 15+ reviews and both are good cards.
Ultimately it comes down to some basics: What is your System specs/What res do you game at/What type of games do you play/Are you upgrading anything else soon, etc …???
Do you have any consoles, or plan on buying one of the new Consoles this holiday shopping season..?