CPU Fan runs at 100% constantly - New Build

Ok, just got done with a build. AMD x4 640, MSI 870a-g54 mobo, ati 6870, SSD, Xigmatek Dark Knight Cooler, and the works. I did a test build before I did the cable sleeving but I didn't notice this (or it wasn't there) on the test build.

The CPU fan spins up to 100% and stays there. I have tried updating chipset drivers, poking around in the bios, sticking my finger in the fan:whistler: but I get nothing. It still just chugs away at 100%.

Started up speedfan and HW Monitor and at idle temps are around 28C on CPU Core. Right around 33C on prime95. Using speedfan I lowered the fan to around 15% and temps only went up to 35C so I know it is not getting too hot. While I personally don't mind messing with speedfan this is a build for a friend and I don't want him to have to mess with it each time he starts it up.

Any suggestions?:think:

enable AMD cool and quiet?

Thats what I thought too. Isn't it normally a BIOS setting? I couldn't find it in the bios or the manual.

its under advanced settings in the bios