It might be that the cooler is from an older card.
Asus did this with the 290/X, they used the DC II cooler from the GTX 780 and bolted it straight to Hawaii, the 780 (GK110) is much bigger than Hawaii (552mm2^ vs 438mm2^) so the outer two of its four heat pipes didn't make contact with the die, result: overheating.
Indeed, looks like EVGA cheaped out and hoped it wouldn't be noticed.