??? most of them air cards had that -0- fan thing like said here on this MSI 980 ti
''Idle fan noise is fantastic as the card completely turns its fans off in idle, media playback, and light gaming (up to 57°C)''
https://www.techpowerup.com/reviews/MSI/GTX_980_Ti_Gaming/29.html
to me you had ''It usually was at 60-70 degrees Celcius''
and now '' above 80 Celcius degrees and 95%+ Load ''
if not clogged full of dust I would wonder if the fans were failing to match the cards temps I had a card that did this [A AMD card ] and I replaced the fan with one from another card I had I knew was fully fine and that did the trick = fan was going bad [??] replacement fan all went back as it was normal and low temps once again and still cooling fine today
may see if they will sell you some new replacement fans or not may want you to fully RMA the card if needed to do so ???