yes this is a problem alot of 7700 have . There are ways to make the keyboard stay cold and lower the overall temp of the laptop. however non of them should be done while you are under warranty. since opening the laptop in general with out AW's permision can void the warranty.
My 7700 does get hot and I bought the pacific breeze cooler from newegg for 17.99 and the thing works like a gem. It also adds a nice typing angle to the keyboard and has some pretty nice blue lights underneath as well and for 17.99 to me it cant be beat thats what I would reccomend.