Dunlop0078 :
It is NOT normal for a 7700k to hit 99c with a 280mm water cooler. I do much better than that with a single tower air cooler on my 7700k at 4.8ghz 1.25v vcore.
It actually IS normal. Intel wrote people about that generation of CPU's in particular hitting high 90's easily during quick spikes.
*My advice is to drop the frequency and thus voltage if concerned about the longevity of the CPU. Intel recommends no more than 80degC sustained usage though I'm not sure how those SPIKES affect longevity.
You only gain 4% (which I doubt is observable) going from 4.6GHz to 4.8GHz anyway so I'd just drop to 4.6GHz then adjust the voltage to the lowest number that is stable.