GPU Fan speed help!

Hey guys!
My MSI twin frozr 7870 has been acting funny.
It has an idle temp of 35-37ºC and the fan is nice and silent.
If i start a game (TF2, BF4, and even BigPharma) the fan speeds up to max!
If I play minecraft the fans ramp up to a significant speed...
When I run BF4 at high settings the temps are 50-55ºC. I've tried reducing the speed, setting the fan curve and nothing. Both Afterburner and GPUZ tell me the fans are running at 30% when they are clearly running at max speed..
Heeeeeeeellllllllp!

What did you change in the weeks before this happend?

Nothing, it just started doing it out of the blue.
I cleaned it now and now there seems to be some stuttering when i play the games... :(

That is very strange, will be back when I find something about similar problems.