It's not the cheapest price for a 970, isn't the fastest straight out of the box, but has a nice selection of outputs (why so many vendors removed 2 of the Display Port outputs from reference design baffles me), isn't as long as Gigabyte's G1 (which can matter for those without removable HDD bays in their case), has improved cooling over EVGA's SC 970 (finally fixed the heatpipe flaw & added a cooling plate inside to help with heat distribution), OCs better then EVGA's previous iterations of the 970 & now comes with dual bios.
The only complaints I can think of is a lack of dual DVI outputs & the fact that it doesn't come with a backplate (buy the FTW+ which is also on pre-order if you want a backplate or get a G1/Strix) although I would have thought EVGA would have some for sale separately soon enough.
It's in stock in the EVGA store now (the price includes shipping btw) or you can pre-order from:
Scan for £295.48 (inc shipping) here: http://www.scan.co.uk/products/4gb-evga-gtx-970-ssc-acx-20-28nm-pcie-30-%28x16%29-7010mhz-gddr5-gpu-1190mhz-boost-1342mhz-cores-1664-3x
OCUK for £309.59 (inc shipping) here: http://www.overclockers.co.uk/showproduct.php?prodid=GX-269-EA
EU retailers are due in for stock on the 16th so if you want it the soonest, the EVGA store is probably your best bet. And the Scan/OCUK prices are presuming you don't qualify for the free shipping they both offer.