Its an interesting approach from ATi as far as their cooling on 4850s. They allow their cards to heat up to 75-80c when idling (with fan speed right down to 14%) and only allow a max of around 85c. Thats a running variation of around 5-10c. And I think I see the logic behind this - its not nessecarily the heat which kills the card/chip, its the cycling of temperature that affects its life. What I mean by that is the rapid heating/cooling effect which fatigues in particular the gpu/board interface - and I believe this was a major problem with the gpu in the XBOX360 (ironically also supplied by ATi) which was leading to failure.
Now, obviously, the byggest thermal cycle happens when the computer is powered up/down, but using this approach by ATi, they are almost eliminating the thermal cycling when the computer is actually running. Doesnt matter if the GPU load is cycling from 0 - 100% hundreds of times an hour, the actual temperature variation is small, and that surely has got to be good for the longetivity for the card?
Just thoughts...