It really doesn't. The power regulators approach but do not exceed temperature tolerances under extreme load, essentially benchmarking with furmark for several hours in such a way that would not happen in an actual game. One guy had a card catch fire; that doesn't mean everybody's at risk as the PWMs are technically within tolerances-- but only barely.
EVGA released a BIOS update to address the issue (making the fan roughly twice as loud, but it was inaudible before so that's not as bad as it first sounds) is sending out thermal pad kits free of charge, and if you aren't comfortable applying the pads will cross-ship replacement cards so you aren't without a GPU.
The problem is those stupid backplates. They serve no purpose beyond looking cool. One very easy way to fix this problem is to simply remove the backplate.