Lack of decent airflow drawing heat away from the cpu cooler. The heat from the cpu/gpu cooler rises and pools near the top of the cabinet, where the cpu fan pulls it back in, in a constant loop. With air already hot, the cpu cooler becomes less efficient, so temps go up.
Also suspect is a dirty cooler. Dust/debris accumulates in the cooler fins like an insulating blanket. This keeps the cpu cooler hot, and wont let it dissipate heat. So temps go up.
Games are not totally run by the gpu. A good portion is run through the cpu. Some games are very heavy on the cpu, some very light. Considering the 260x is probably an upgrade card, and you are wanting to push the limits with high/ultra settings, you are taking the cpu more than the prior card was, so temps go up.
It's probably not 1 issue but a combination of all 3.
The fix isn't hard. Turn your settings down a little, relax shadows and physX etc, clean the cpu cooler (just remove the fan to do so) and look into adding an intake fan to arch the exhaust fan, or if you have 2 fans, clean them and in bios set the fan for performance etc.