Ive done it in segments that it will only raise the fan above 20% if the heat starts to go above 31degress, up a steady progression ie 50% fan speed on 60 degrees.
Above this speed the fan is probably louder than my tower but rather the card be cool if it needs it
Does this sound about right?
Yes, really though it is user preference. I limit mine to about 80C max under a max (bench/stabilty test) load. Lighter loads like most games don't require so much fan and so a downward slope in the curve which seems to easily keep gaming loads at about 70C. I set mine like this [24%@45C] [45%@75C] [70%@85C]
Secondly AB starts with 800/1250 in profile.
It should apply the Profile (OC & V) and fan control (if you also set the AB program to start) on startup. Are you checking the startup clocks AFTER the 15 second delay you are using? Check with GPU-Z. Have you applied AND saved the settings you are using to a Profile button [1-5]:
1) Change the OC and fan settings to your liking
2) Click Apply (see that they took)
3) Click Save
4) Click one of the Profile buttons [1-5] that you want to save the settings to.
5) Click (or Unclick then Click if it is already clicked) the "Apply overclocking at system startup" button.
Which ever saved Profile [1-5] you had applied on system shutdown should be auto applied on system startup.
All three checkboxes I mentioned earlier are checked? Including the "Apply overclocking at system startup" on the AB front page?
Did you say you dont recomend setting a starting profile?
Yes, but I was wrong. I think i have now corrected that information.
Whilst i know my card will do 950+ i think unless im benchmarking there no point stressing it above 900 and maybe try keep the voltage down?
I agree. I run mine 910 1.1V 24/7. Nice to know that it has more though.

I am the same with my CPU, it is capable of 4.4~4.5GHz but I run it daily at 4GHz almost stock V.
What is the automatic profile management? Presumably its my above point but auto managed for me?
I haven't used it for years and don't remeber much about it, but it is for applying your settings to specific user selected conditions. Like 2D apps, 3D apps, or particular games, apps or scenarios. If you were to click the drop down box from, say, the 2D box you would see appear and be able to select a profile you have saved from the front page Profile [1-5] boxes, etc. And those settings would be auto applied when the conditions of profile are met.
Ie i go into games and it auto overclocks and i come out and it reverts?
Auto Profiles Managment is not needed for this. This is a PowerPlay feature and AB Beta 7 should work with PowerPlay. 2D, UVD, 3D clocks should all be automatic.
Have you enabled PowerPlay in the afterburner.cfg file like this:
UnofficialOverclockingEULA = I confirm that I am aware of unofficial overclocking limitations and fully understand that MSI will not provide me any support on it
UnofficialOverclockingMode = 1
One other point im unsure about and i dont know if i may have a faulty card?
Whilst the card is working flat out i can hear a very faint high pitch squeel, now doing a quick google its something to do with the trasistors on the board vibrating and seems very common, but wasnt sure if it was worth getting an RMA, or if there was a high chance of the next one doing the same!!
That could be just the fan. The fan on these cards is different than on the 6970, 5870 and 5850's. Why they did this I don't know. The fans make an annoying buzzing noise that the ^ above fans don't. The ^ above fans are much smoother sounding. I was lucky that one of my cards had a 6970 fan on it and the other I will install a 5870 fan to.
But it could be coil whine. I have heard that some of them do this, as well as most GFX cards. It will not affect the life of the card and is harmless aside from the annoyance. But if it is as you said "very faint" I would think it is not so bothersome. My card makes abit of noise but really no more than my CPU, MB and RAM do under a heavy load. It would take a lot for me to RMA that card you have, it is a gem the way it OC's and the chances of getting another that clocks like that are slim. And yes, from the sound of it, it is likely another card would do the same, or worse.