Problem: The card crashes often
Why: Because the fan speed isn't changing automatically
Solution: Open CCC and go to "performance" and "AMD Overdrive" - accept the license terms, enable overdrive and enable manual fan control, bump it up to 100%
Download & Run Furmark Burn in test http://www.ozone3d.net/benchmarks/fur/
If manual fan control isn't set to 50%< furmark will likely cause the card to reach 90 degrees Celsius and crash.
If you disable manual fan speed while running furmark - you'll notice it doesn't return to 20% and goes where it should, for me it bounced between 40~50%
From this point forward, fan speed should be correctly automated.
If you choose to turn off AMD Overdrive - watch furmark to ensure that the fan speed isn't sitting at 20% (Fan speed is some of the text on the graphics card burn-in)