Two problems here.
#1 You won't know what percentage fan speed was being used when the card died so it is pointless stating that not having the fans at 100% will invalidate warranty. The recommendation is solid enough though in essence.
#2 An OcUK rep commented on the Facebook post corresponding to this announcement saying "you could probably get away with 60% fan speed to be honest"
Also as a side note, I think that using 290/290X's with reference coolers for mining or folding is ludicrous and makes precisely zero sense.