VGA card fan spinning too fast

[Ponge]

Greetings.

Greetings.

I just bought this new card, MSI Radeon R9 270x Hawk 2Gb GDDR5, and it is very noisy, despite I read everywhere how silent it should be. I had a HD5770 Hawk before this, and that was silent. I checked it with MSI Afterburner, and it is set to Auto control. When I set it to manual 30%, the fan speed does not change, it stays at 2700-2800 RPM. I highly doubt that would be 30%. It spins up immediately after starting the computer.

System:

Win8.1 64bit (all available updates installed)
Driver version: 13.251.9001.1001-140704a-173665E-ATI (installed by Win8 upon Win8 installation; I know it is not the most recent, but it spins up right after powering up the PC, not just after Windows has started)
No overclocking
Motherboard: MSI Z87-G43
CPU: Intel Core i5-4590S
Power supply: Corsair TX650 V2, 650W output
5 case fans.
The card's temperature is steadily on 30-35°C on idle.

The strange thing is, I tried to manually set the fan speed to 20% in Catalyst Control Center, and MSI Afterburner, and the speed did not change at all. How could this be fixed? Is my card malfunctioning?

Thanks in advance.

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