Have read if u own this card http://www.eteknix.com/fan-control-bug-causes-msi-r9-290x-lightning-cards-to-burnout/
MSI gets the bad rep for the issue though. It's been reported as a MSI issue not a AMD issue across most news outlets. If it is AMDs problem maybe they need to say as much and help cover MSI.
Hmmm, hope this doesn't trickle down to the MSI 290 (non X) version - I haven't noticed any issues yet, but I am also not running the beta driver either currently