Yeah I have been having serious problems with it as well. It fried my first card and got a new one, and it runs with temps at around 90-100 if I don't keep my tower open and a big fan blowing on the card during play. I also had to undervolt my card because if I didn't it would crash my computer with overheating. I play all the latest games at max without issues, so it was frustrating. It has been an ongoing issue since closed beta, and I left for a while hoping it would be fixed, but it doesn't look like that's anywhere close to happening still.
I ordered a better fan (Zalman VF3000F) to install on my graphics card to help the heat, and it will be here in a week, so I am hoping that helps.

I am totally with you in hoping they fix this issue soon. I love the game but I limit my play to a few hours a day because it's so hard on my computer, and I know I have above required specs. My usage is also at a constant 99% when I have graphics on high/highest but it also depends on the area from what I saw. My usage goes all over the place if I am traveling to the different towns. Gridania has the highest temps and the most usage as far as I've seen. When I am anywhere else the usage jumps around from 70-99%.

If you haven't already, try downloading MSI Afterburner and set up a fan profile. It helped me quite a bit to keep my temps down.
Let us keep hoping they fix it and best of luck to you. ^-^