I have an x800xt and mine gets into the high 60s whenever I play. Really don't worry about it. Unless you're seeing draw errors your card is fine.
I got the Zalman VGA cooler, pretty much just a big block of aluminum, and it dropped my load temps by 7-8C, even though it doesn't have a fan on it. I do have a fan that blows into my case right at my vid card though, so it works well. If you have something similar, I'd recommend the Zalman block. No more noise.