When ATI delivered the 4890 video card they increased the clock speed to a blistering 850MHz. With that increase in clock speed came more heat but little was done to improve the stock reference cooler they used. The cooler was really close to the cooler used on the 4870 which had a much lower clock speed, and even at that clock speed still ran too hot for a lot of enthusiasts.
Aftermarket coolers exist for GPU's, but that adds extra expense and it adds risk. Having been around computers...