Yeah, at the end of the review for the R9-280X, a card that offers GTX 770 performance at $100 less is going to put some pressure on Nvidia.
And, according to the review, Nvidia isn't going to change the price of the $399 GTX 770.
Here in the UK (Rip off Britain) the R280X and Nvidia 770 are more or less the same price. Ebuyer is selling the PowerColor R9 280X 3GB for £299 and there's two MSI 770's going for exactly the same price with a copy of Batman Origins.
http://www.ebuyer.com/store/Components/cat/Graphics-Cards-AMD/subcat/AMD-Radeon-R9-270X-280X-Series