Last resort is taking the card apart and reapplying thermal paste.
Card is roughly 6 months old. I doubt this needs to be done. I'll open up the side of the case, put a huge fan near it, then see if airflow helps the card. If not, the gpu cooling might be horrible. I might buy a VGA cooler.
yes bf3 is demanding but not very many people play it at the max their computer can handle... well not many that are really into MP bf3...
it sounds like your problem is that you overclocked it too much for the coolers capabilities because of the poor ambient environment.
No overclocking done. I removed the side panel of the PC and put a room fan and the temps went to 75-85, which seems like reasonable temps for BF3. Do you think installing a 200mm side fan will do the trick? I have no fans installed near my graphics card, like on the side panel of my case to get airflow to the graphics card.