Hi guys, made an account just to tell you how I lowered my MSI 970's temps back to original idle of 35~ degrees.
So first thing I noticed was that afterburner was telling me that I was using my full core bandwidth at all times...this was what was causing my GPU to be in use at all times (50 degree+ idle temp), even though it seemed like no app was utilizing my GPU. After a bit of reading I came across someone saying that there is an issue with Nvidia's ShadowPlay causing your computer to always create a backup record so you can backtrack and record the last 7-10 mins (or designated amount of time), even though de-activated it still collected a reservoir-record for you to be able to backtrack. The solution was to fully unistall nvidia drivers down to the registry. and reinstall.
1) I used the highly recommended DDU tool at 3DGuru.com to do this for me and make sure I didn't miss anything (have to enter safe mode to do so) , here is a link if you need it:
http://www.guru3d.com/files-details/display-driver-uninstaller-download.html
2) Restarted my PC
3) Then simply reinstalled latest Nvidia drivers and poof...my idle clock went back down to 100-200Mhz instead of the 1300+mhz idle that was causing my GPU to heat up.
Anyways, this may or may not be the reason your card is running as hot as it is, but it's worth a shot. Will save some life on your card.
Hope this helps, good luck...