while gaming fan(s) usage should easily reach 40-50% .through catalyst control center, enable overdrive. doing so, you should be able to adjust the slider for the gpu fan(s) usage. if it is adjustable but fan(s) operation doesnt increase then thats clearly a problem. reinstall the latest whql drivers. if problem persists as said claim rma! (an 7970 would always operate at lower than 75c at stock settings under load!) unistall all other monitoring software and remove any profiles saved.keep only ccc. running simultaneously more than one, may lead into conflicts.