Any Graphics card gurus out there?

[finchOU]

I'm running two GTX 560 (sometimes SLI sometimes as a single) graphics cards and have been tinkering around with them with MSI Afterburner. For being a life time gamer I'm just now learning the ins and outs of trying to figure out what everything means. Long story short, after hooking up MSI afterburner to monitor in game Framrates, temps and speeds I noticed that with SH5 my temps jump waaaay up around 99 C when running any screen other than the Navigation screen. This seems way high as most people say they don't really like running above 80 C for longevity of their equipment. I'd like to be one of those people. So how do I do this? I've already tweaked my computer for gaming by doing a bunch of changes in Windows. The reason I started looking at graphics performance was that my GPU fan was spooling like a jet engine and very annoying (its trying to tell me something) which hadn't happened before. I've cleaned my computer box lately and made sure there is enough airflow. I've only tried turning off Vsync and lowering the shadows in the game. Any pointers?