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SB-910 gives user an illusion it is not easily overheating because it significantly reduces flash power to achieve that illusion.
I thought the SB-910 avoids the overheating by lengthening the recycle time once the temperature rises. But either way you'd loose some shots.
To the OP, I had the SB-900 overheat only when shooting at ISO 200 and f/8 (which probably meant full power) and shooting a good number of shots rapidly. Change any of these and it works ok.