i didnt reseat it, but i opened the case up, replaced the funnel directly opposite the CPU with a fan, and tightened the screws attaching the fan to the card, because they seemed a tad loose. now i ran ATI tools and it leveled off at about 85C, which i think is fine for load. it was 50C idle before, now its about 40C.
like someone said, its a hot card.