Thanks for all the response!
Using rivatuner, my card will reach 95-100 C within ten to fifteen minutes of play. It usually only takes a few minutes in for the fan cycle to reach 100%. Even after turning down texture quality, resolution, etc... This is not normal for me, I've never had heat issues with other games.
From what I've seen, while the game does look nice, there is no reason it should be taxing my card that heavily.
Be careful. Most nVidia cards aren't rated for anything past 105C.
It's not just you though, I'm getting close to 85C just from standing around in Limsa for 5 minutes on the very lowest settings, and it's never been above 75C except during a stress test.