I just started to notice increased fan usage about a month ago, but it was just right after it booted to the desktop and then went back to normal. But now my gpu fan is consistantly at 50%+ and is pretty noisy. Temp is at 70C which is higher than it used to be.
AMD Phenom ii x4 965 black edition
AMD Radeon 6870 black edition 1gb
ASRock 970 Extreme4
Edit: Also to clarify, I'm using catalyst version 13.9, driver packaging version 184.108.40.206-131008a-163824C-ATI