The nvidia graphics guide is awesome. There are definitely some settings that can be bumped up with little to no perf impact. There are also some nice "future" settings that will be nice added effects to enable a few years from now, but are super perf intensive right now. It'd a good mix.
I think its pretty safe to say that most configurations running a gtx 970 should get 60fps locked at 1080p on high settings, which look pretty awesome. I'm able to bump a few settings up like hbao+ and maintain the 60fps lock. Pretty happy about it.
Try running some group content with big open area firefights. It drops my fps to ~45 and adds really nasty input latency. Everything else is butter smooth.