As long as it runs cool enough to stop from throttling my performance and lasts long enough for my next upgrade cycle to come around the temperature dose'nt bother me one bit. If you want to lower it a bit remove the stock cooler, clean and replace the thermal goo with something AS5 or better. I have heard that this is the quickest way to lower the temps 10-15C.
Anybody here did it
Frankly I dare not strip a brand new 300$ card out of the box to do it
and I will not change my graphic card every 6 month
usually I do it every 2 years
lets wait and see the improvement
I'm sure manufacturers will use different coolers to solve this problem
and could be a driver issue though I doubt