Although 70 deg. C doesn't sound so bad, I also don't play FF14 so I don't know how demanding it is. On top of that your graphics setting and resolution also matter. A better test would be say Furmark at fullscreen (whatever resolution you run at), and see what that's like. Personally I had to do a re-pasting job for my own GPU (MSI Radeon 7850 Twin Frozr) because it couldn't even run Furmark @ 1680x1050 at stock without thermal throttling, even though it should be able to.
What I found was that the factory pasting job can be too thick sometimes. As I said, my MSI 7850 Twin Frozr couldn't run Furmark @ 1680 x 1050 at stock without thermal throttling, even though the fans were already running at max and way too loud (as seen and set by Afterburner). I specifically point out Furmark in here because although it's more taxing than gaming, it is a more controlled test that doesn't depend on the game and graphics setting you are playing at. Anyway, for regular gaming the fans were still a bit too loud for my taste if I want to keep the temperature below 75 deg. C or so. Finally after trying to lower the supplied voltage to lower temperature without significant success, I thought maybe I should check the thermal paste.
The process itself was simple enough, just had to be careful not to lose any screws. I was surprised by how thick the thermal paste was on this brand new card (on the order of 1~2 mm [0.04~0.08"]), so I cleaned it off and applied some new one. I didn't have anything fancy, just a tube that comes with my Cooler Master Hyper 212+, but which worked just fine. Then I reassembled the whole thing and plugged it back in. Right away I was able to run Furmark at full screen without thermal throttling, and the fan didn't even need to run at max. For general gaming, I was able to adjust the fan profile so I could game while barely hear the fan at all (the case fans are louder now), and still stay under 65 deg. C if ambient temperature is below 25 deg. C.
I recently did a similar re-pasting job for my brother's GPU also, Again, the factory applied paste was also a bit thick (I think it was an XFX), and he got more than 10 deg. C improvement while under Furmark load as well. Idle temp. improved slightly too but as expected not as dramatic. Anyway, he doesn't play game on PC so the improvement didn't really matter to him (he uses his computer for digital photography), but since we were re-applying TIM to his CPU, we thought we might as well try.
Anyway, just to share my experience, hope it can be of use to some.