hehe... I was curious bout the same thing when I upgraded to my latest card. I was used to running 45% under a full load and thought that was hot. 80-100 seems to be the norm now.

Custom fan profiles ARE awesome. I set my fan to be at 60% as a minimum, that helped keep my temps in the middle 60s and 70s. Under full loads... sometimes 80s. Now, I don't have an AMD/ATI card anymore, but I'm just agreeing that custom fan profiles are great for keeping temps lower.