First and foremost, maintenance is key. Paramount. Most important. Safety first.
Consider this hall of shame
http://www.xfxforce.com/en-us/support/rma-hall-of-shame
It is quite obvious this card
needs a thorough cleaning. NEVER EVER EVER!!!! allow your GFX card's fins to become this choked with dust. It's sorta easy. Turn on, GAME ON!!!! GEt your surf on! Etc.. and turn off. The GFX card is upside down. Possibly hiding Cousin It
in its bowels.
Monthly bursts of love( this could have gone so wrong) from a can of air can help to expel dust or other debris from within the fins and prevent it from taking up residency in the nooks and crannies eventually leading to a mandatory disassembly and thorough cleaning. Use the air with care. We don't want to overspin the fans. We also don't want to shove that dust farther into dangerous areas. WE also want to remove the card from the case prior to cleaning.
Guess what? If you have a air CPU cooler now MIGHT be a good time to check on it. AIO and custom water cooling pros should monitor their radiator(s) closely too.
You should also get a baseline. When you get your card note the ambient temp, fan curve and temperature window from idle to load with a specific sequence such as one provided by Unigine Heaven. Run it more than a few times to get an average. With constant care you can reduce the times you need to perform surgery on your GFX card. A year passing by doesn't necessarily necessitate a disassembly and thorough cleaning. Your temperature averages can dictate that.
Should you be unhappy with your baseline at 70F/21C NOW is the time to reapply the paste. Day one that you own the card. SHould the temperature be deemed dangerous by your research NOW is the time for an RMA. Leave the surgery to the manufacturer. You did make sure surgery doesn't void the warranty? Just because I want it to stay below 40C at full load with Furmark running for an hour doesn't mean a reapplication will meet your expectation. You need to know your card's expected window and have reasonable expectations.
Make sure you don't have silicon envy. Just because Susie next door has the exact same card, game settings, monitor... Identical system specs and room temperature doesn't mean your temperature will be identical.That silicon will be microscopically different in each card.
Are you going to OC eventually? OC now during your baseline tests.