I have been having this issue for some time now. Sitting idle the GPU temp is at 65c and 101c under load. I monitor the temps using the AMD Catalyst control performance monitor. The fan is constantly running around 50% and soon after launching a game it shoots up to 100% fan speed making it rather loud. I have done some research on this heating issue but have not found many conclusive answers on how to cool the card down. When I first got the card it did not have this issue, it happened about a year after getting it.
I remove the card and clean it out almost monthly to prevent the idle heat from reaching 70c. I always make sure that it is re-seated correctly making sure there is no connection issue.
Any help is welcomed.