About a week ago, EVGA acknowledged an issue with their brand of custom-cooled GTX 1070 and GTX 1080 FTW cards. This came after the German branch of Tom's Hardware measured, back on October 6th, very high temperatures on the voltage regulator modules (VRMs), which was caused by these components not being able to adequately remove heat. To remedy the situation, EVGA offers cooling pads for all affected customers, which these customers could install under backplate and under the heatsink fins.
Image Credit: EVGA
Over the last day or so, users have been reporting that their cards are breaking, and even allegedly catching fire. According to GamersNexus and their source, Buildzoid of Actually Hardcore Overclocking, VRMs, if they fail, will just burn out without warning. The user in question claims that they were just playing Shadow Warrior 2 when their computer just shut down, with a sparkle and magic smoke. Taking the card out, they noticed a scorch mark on the PCB, right in the middle of the VRMs.
Regardless of how gloriously pyrotechnic this issue became, the consensus is that the thermal pads will still fix the issue. If you're not comfortable adding them yourself, then you should contact EVGA support.