Thanks, well my friend uses regular 3080 and he also has this vendor issue - rising temperature, fans getting louder if you spend too much time at the vendor.
https://us.forums.blizzard.com/en/d4/t/msi-rtx-3090-overheating/9668
Also 3rd post here reporting same issue,
Gonna try to disable distortion a bit later to see if I get any difference.