UPDATE FOR XFX R9 290 REFERENCE CARD 4GB
I know this is all late but there is a fix to this cooling problem.. have msi afterburner on at all times and then on the settings,on the fan tab, click on enable user defined software automatic fan control and click force fan speed update on each period and set speed 1000ms .. the auto fan will control the 90c and drop it to 60c. It will steady at 63c Max.
This is with dying light playing .
Just make sure to update the drivers.