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I had massive temp increases on my 4850, removed hsf cleaned it, put back on and reduced em a bit but within a few days were back up at 110c+ (might have been more tho) at load causing games to crash and pc to reboot
went and bought one of these
dropped temps to 40 idle and 55-60 at full load fan is set at whatever cos its connected via a molex and not to card so ccc fan control dont work but v happy with the result and was a doddle to fit
If you have a cooler like the above you get a hell of a lot of dust build up just behind the fan which eventually blocks the airflow completely.
A tooth pick & 30 minutes of poking/scraping sorts it out.
This is why you get ID'd (seriously)!
http://www.youtube.com/watch?v=Zsz2yT9ZNxI
Though to be fair, having an age restriction isn't going to stop anything!