Booting with UEFI maybe? Not well versed on Nvidia cards but does it have dual bios or a bios switch? Just wondering as some of the ref 290x's have a legacy bios and a uefi bios. Seems like it's trying to boot from the card. I have the same board but a 290x, used both card bios and no issues booting with either.
AMD 2700X, Asus ROG Strix X470-F, G.Skill Trident Z Neo 3600 (16gbx2), XFX RX 580, NZXT Kraken X62, Corsair 750D, SeaSonic 860W, OCZ RD400, Samsung 950 Pro 256Gb, Intel 520 120Gb SSD