90% utilization by itself means nothing. The game actually isnt taxing on the gpu at all. But, if you are running uncapped framerate, then your gpu is going to run as hard as it can to give you the most frames possible. Which will also generate more heat. Cap the framerate to 60 and watch all those utilization numbers and temperatures drop way down.

Side note: I cant speak to the partner models but if youre using an FE card, change the factory fan curve. They were set waaaay to steep by default. They were targeting quiet operation over peak performance out of the box. I have 3090FE and the fans werent set to come on at all until almost 70C. With the custom curve I use it never gets above 65C/70% fan speed at 100% usage in an all air-cooled case, no OC.