Gigabyte does say that their gtx 480 SOC shouldn't cross 80°C and at max load it isn't that quiet either (depending what you consider quiet - to me everything above 40db is loud) in PERFECT conditions, so you could insist on RMA but as I said you will have a lot of trouble because of nVidia's idiotic policy of 90°C being tolerable!
If they don't want to replace your card you can either change cooler (with some custom made or water cooling) or (perhaps even better) sell that card and buy yourself gtx 570 (even gtx 560Ti would be very good for time being).
Windforce is a very good cooling solution and I am the witness of that because my card never crossed 68°C (Furmark) and even at max load I was barely able to hear it...
