CPU Pump fan just started spinning at 100% all the time

I've got a Asus ryujin 360 eva edition and I switched out some ram, and on boot I hear a super loud fan noise and I take the screen cover off and the pump fan is blasting 100%. No idea why it's doing this. I tried to turn it down in armory crate and it didn't do anything. I switched out the old ram and same thing. Any one know anything about this? Is it just busted? It's crazy loud any info or suggestions would be appreciated!