Thats a new one. Try another software like sapphire trixx. Make sure your running afterburner as administrator and you have checked the advanced options to set a fan speed curve. Update your nvidia driver too.
Tried all of that, Trixx doesn't support this card. It's just strange that the software and hardware aren't clicking. All cables are plugged in properly. After about an hour of play one fan decides to turn off while the other over works itself.