Got one of these 7970's last night, but have so far only had about 45 minutes playing time. I will do some more playing tonight.
Under normal gaming mine gets to 81C and then manages itself to stay there - if it warms up to 82C then the fan ramps up a little, if it gets to 80C then the fan drops a touch. I did see 84C at one point, but only for a few seconds before the card dropped down to 81C again.
This is at 1050/1500 on both the FrozR and my Accelero-mounted VTX3D reference card, and I was running Just Cause 2 at 5760x1080 (everything on highest except AA, which was at 4x, no frame limiter or vsync in place) with an additional extended monitor at 1600x1200 showing monitoring apps.
Just to give you an idea why my temperatures are on the higher side than other people's, I'm running it as the primary card in a crossfire setup, with a single slot gap between the FrozR's cooler and the back of my second card. This is in an RV03 which has the 90 degree rotated motherboard, which most people agree favours stock cards and doesn't like custom coolers too much. Both stock 180mm intake fans in the RV03 are set to 400rpm at idle and move to 1200rpm when either of the GPUs hit 60C, with the stock 120mm outtake fan always running at full speed.
The temperatures of the FrozR are higher than my outgoing Windforce 7970 (idled at 50C-52C, mostly 72C during gaming), but the fan is much quieter - both at idle and under load. The Windforce was on 100% fan speed from 70C onwards, so during particularly heavy scenes it would just get hotter so I saw 85C a couple of times on it for brief periods. The FrozR sits at 81C with the fan about 80ish%, but during a heavy the scene the fan ramps up further so the temperature stays fairly constant.
From my very brief play, I would say don't worry about the card hitting 80-82C, that seems to be the temperature the fan is trying to keep the card at, but if you're regularly seeing 100% fan speed and temperatures getting closer to 90C, then it might be worth looking into the airflow to the card to see if there's anything blocking it or heating the air up before it gets to the card.
I'll run some Valley runs tonight and see how my card compares to yours during that. What resolutions and settings were you running at, so we can eliminate as many differences as possible to compare apples to apples?