More of this news again? Seriously? Isn't the answer obvious to everyone? Any modern game to pushes the console to a literal constant 100% GPU/CPU usage and that obviously equals maximum heat. PS3s come with the cheapest excuse for thermal paste possible which dries out rapidly and the heatsink isn't even connected properly in many cases.
My 40GB generation PS3's heatsink was barely connected. I suspected something was funky when it froze the first time I ran a game with a graphically intensive scene (Heavenly Sword) and froze. I opened it up to discover what an unacceptably ridiculous job was done and how shoddy the parts were.
The only thing that I could do to make the heatsink really make proper contact to was bend metal strips (whatever they're called) that holds the heatsink so when they're screwed in they apply more force. Despite what Microsoft and Sony would have you believe consoles have been completely and hopelessly maxed out for a long, long time now so move on people, nothing to see here.
1- I always run video cards at 100% usage constantly for hours on end, don't mistake cheaply made hardware using inferior parts for what an electronic device should be able to do. There's a reason why video card manufacturers do offer lifetime warranty: They're not Sony or Microsoft.
If you're going to ask how do I know when it's at 100%, any program can monitor the GPU usage, I use MSI Afterburner. Back in the mesozoic era when I had a dual core processor that was also at a constant 100% on both cores.
2- If you want to know the quality of the PS3 parts, open it up and look for yourself, you won't be happy.
3- Companies tend to set the fan speed to as high as they can without being loud, if Sony could have increased the fan speed without it becoming noticeably more audible they might have done so. It's not like the PS3 is silent as it is.