Great, thanks for reply.
I've read other people using that too. Must be a glitch between Sapphire and ATI, not speaking to each other. I just found a utility for Sapphire cards called TriXX. Actually let me turn up the fan speed manually. I will look at Afterburner as well.
Still sucks that the automatic control on the card doesn't work, but I am happy enough with this fix bumping it up manually every time I fire up a demanding game.
Case closed, but I'm not sure how to close the thread.