http://www.guru3d.com/articles_pages/palit_geforce_gtx_970_jetstream_review,8.html
Take a look at these temps for example, 75C seems pretty standard for a hardload game such as Crysis 3
Asus Strix got 69c load in that chart. I've just tried AC:Unity and the temps reach 74-75 during cutscenes and 71-73 during gameplay, at which temps the fans go up to 50-54% (fortunately the card is still rather quiet and unobtrusive at this RPM). Those temps were with a side fan on;p My card's overclocked to 1512mhz though. Still, I think the temps should be lower than that...
I can't test things further because the game was made by Ubisoft and I guess you know what's happened.
Dg, I have a Thermalright Armor A90.