Fresh install OS, Radeon HD 6870 runs louder and hotter

I am not sure what happened. I did a format and fresh install of Windows 7 x64. I have a ATI RADEON HD 6870 2GB card. No problems with this card before the format and re install. Average Idle temps were around 35c, my fan pushed around 30-40% just sitting.
MOBO is an M4A87TD EVO (asus). After reinstalling my device drivers and MOBO drivers, the average idle temp of my Vid Card is 55c, when playing mild games, such as an MMORPG with low end specs my temp bumps up to 60c-65c adn the fan pushed at 70%, much louder, havent tested it on a more demanding game yet. I emailed XFX and the response I received was that they are designed to run in the mid 50's and attain high 80's under full load.
I'm nearly smelling some BS tech answer, since Mine spent 4 months running at 35c idle and never even got over 60c. and now its pushing much higher at minimal usage.
I do not remember ever having a power saving MOBO software installed, so I am not thinking that would be a contributing factor.
I am more irked by the sudden increase in noise and heat, and would rather a $250 Vid card behave like it had.
Ideas?

What driver version did you have before the fresh install? What driver version do you have now? Is it overclocked at all...either manually or automatically?

Video cards can run very hot, over 90C is not that uncommon, so what they said is true. As far as why it run much colder before:
1. something physical you're not telling us: for example you moved computer to different place and now rear fan is halfway blocked and you didn't even notice it.
2. software related: for example before you had XP, now with Win 7 and it's aero interface the card runs much harder, or you updated BIOS with different fan programming or maybe changes in your video driver make it run faster, hotter.