Sorry if I have missed it, but did you create your own profile with MSI Afterburner?
Basically you can set the fan speeds to certain % when you hit certain temps. Since doing so with my 3870x2 (a ruddy hot git) it's never been over 58.
I know GPUs (especially Nvidias) are rated to over 100c but trust me when I say you don't want them over 80c, ever. Apparently the under 80c thing was the secret in keeping the 8800 high end cards alive.