To all of you saying 100% is 100%: you are wrong.
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The whole concept of load vs. power is a thing game designers need to consider when programming. There have been a lot of cases in the past where a graphically demanding game for the time would use 100% load and not power, which is good. The bad part starts when switching to the graphically simple 2D menu would still use 100% load but also push the power consumption to its limits because the card tries to redraw that menu a few hundred times a second just because it can. And this then heats the card beyond it's safety limits.
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Designers don't bother with card power consumptions, they don't care, they don't know and they don't need to know how this is handled on HW level. You can never write software that has perfect CPU-GPU balance load, and usually such peaks in frame-rate come from such disbalances.
For the few hundred times a second there is an artificial limit setting called VSYNC as we all know.
So if his cards overheat even with that setting on, then there is surely a problem with his cooling solution.
