Thanks for the quick responses:
I have not done any overclocking and I have (i feel) really good airflow. My case is the cosmos 2 and while I dont have any aftermarket cooling on the card, I do have the dual 120mm case door fans on the gpu. It just raised a red flag because my previous cards never got above 65c so I wasnt sure if something was wrong with this card. I refunded an xfx card 'cause it was cooking like this and was sold on the twin frozr but now im back to cookin. Im not sure how hot it will get with more than 10 minutes in a bf3 match but it was up to 86C in my last match.
As far as afterburner goes, I checked it during all this and I have the fans set to auto since I never had a heat issue before this particular card. It was at near 100% (96 or 98).