The 700-series cards like to run at 80C @ 100% Power. If you don't like this, however, most of them (EVGA and ASUS for sure do, not familiar with MSI) come with software where you can set a more aggressive fan profile to keep the temperature down.
The reason being is the GPU Boost 2.0 on the 700 series cards is temperature based. It will "boost" its clocks until it hits 80C, then do what it can to maintain that level at minimum noise pollution (i.e., not ramping up the fans to 100%). The default threshold is set at 80C. I use the ASUS GPU monitor software to set mine to 70C instead.