Aurora R10, loud when I'm gaming

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I have an Alienware Aurora R10 I purchased in 2022. It is liquid cooled. Here is the link to it on Amazon. These are the specs:

When i first got it, it ran quiet even when gaming. I really only play World of Warcraft and sometimes Guildwars. Now it gets very loud when I'm gaming. I have two monitors and what i find odd is when i toggle between the two (game on one, web browser on the other) the fan goes quiet when i click on the monitor with the web browser. When i click back to the monitor with game, it amps back up again.  Ive turned game graphics down but it doesnt seem to help. I dont know what has changed from when I got it to now, didnt really add anything new. And before you ask, yes i've opened and dusted several times. Can anyone help or offer suggestions? Thank you!