Ok, I’ve had my i7 3770 (non k) rig for over a month now, using a closed loop Asetek cooler and my idles stay right around 30C. Sometimes a little lower (26-28) and sometimes a little higher (31-33). But 30C seems to be about the mean.
After a solid hour of playing BF3, CoreTemp showed temps of 45/45/43/48. Not bad at all. Ambient temp is nice and comfortable in my office and I know that helps, but the i7 3770 really isn’t horrible for super hot temps like everyone says. And its fast as hell. Yes it is hotter than a non k SB (I just got rid of my i7 2600 rig about two months ago- and swapped most of the parts so I know first hand), and IB is probably on the average of +/- 5C warmer at any given time than SB doing the exact same task.
Overclocking is another matter entirely, and I hope you’re not messing with the base clock trying to overclock the non k 3770. It can be done - but I wouldn't mess with it. Get the 2600k/2700k if you want to OC. I have no desire to OC myself, and am only a casual gamer playing a game of BF3 now and then. I use my rig primarily for work.
But it sure is nice to be able to take a break from work and run BF3 at 60+ FPS without breaking a sweat (my overclocked 6950 2GB doesn't hurt).
I would bet that 39C is normal for a i7 3770 using a stock (read:crappy) Intel heatsink. Get a Coolermaster 212 EVO like the others suggested. And remember that Intel is saying the max temp for IB is well over 100C. So 50-60C isn't nothing for it. So they say anyway. I wouldn't worry about it at all until I started hitting high 80s.