Ok, I've got MSI afterburner with user-defined fan speeds. I re-arranged the fan config in my system so that the front 120mm draws air in, as does the side 120mm, the top 140mm is now an exhaust as are both fans on the h80 (both push air out of the system).
Just ran a stress test with Kombustor @ 2560x1440 and 8x FSAA, (the settings I would normally play my DX11 games with), the temps were improved slightly - now maxing out at 84C; but surely even this is far too hot considering in most reviews the card maxes at roughly 65C and this is with overclock - I'm not overclocking just yet either.
Any other ideas guys? Is it possible this is a faulty card - could a card run much hotter than it's supposed to due to a hardware fault already present?