It's easy to drop the temps, you just remove the cooler and use that Liquid Pro CPU thermal paste instead, i've dont that on my 7970, the temps drop a long way, it's about 15 degrees cooler...

but the trouble is they'll know that you've removed the cooler

, because the Anodised screws will mark as you remove it and this card has loads of them..... the 7970 only has 4 stainless screws.
it is only safe to improve its cooling once the Guarantee has run out, you can also get better fans for it on Ebay.
the temps will also drop with normal cpu thermal paste as well, because you only have to see the mess that's there when the cooler is removed to realise it's badly applied !!!! the biggest problem we have with reliability issues is that all of this stuff is made in China...
i cant get Crossfire in this Cooler Master rig, it's too cramped, plus the 7990 is actually quite small, it's over an inch longer yes, but the cooler is nowhere near as bulky as the Sapphire Dual X, the 7970 is fat, but the 7990 is slim and long....almost elegent !!!!
mind you, with that metal reinforced back plate it's pretty heavy, the far end will need supporting.