Ok i just went out and dropped another 70 USD on a better cooler for my GPU, I can confirm a 40C drop in temp across the board on my GPU while playing XIV so far. Will check it in some Behests and during leves tonight, I can say the Zalman cooler so far appears to be worth it.
Also seems when OC my Card to 750/1500/1701 mhz with the new cooler and setting AA to 8xQ MSAA my card is actually now running at 43C which is even better then the 46C I got Stock with out doing any OC and leaving my game at 2x AA...