In similar fashion to GIGABYTE last week, MSI have also taken a stab at ASUS with a thermal module test report between their new MSI P35 Platinum motherboard and ASUS's P5K Deluxe, not surprisingly coming to the conclusion that the P35 Platinum runs quite a bit cooler overall thanks to MSI's rather unique and beefy "Circu-Pipe" cooling design.
Target areas on the boards used for their readings were the north and south-bridges, the mosfets, the memory slot area and of course the CPU socket. A what appears to be very high-end infrared temp sensor was used to gain their readings.
Given our reviewer Shane has already managed to achieve 1500MHz with some DDR3 based Corsair XMS3 1066MHz modules on an ASUS P5K3 Deluxe motherboard, it would be very interesting to see how much higher they'd go on a cooler running board such as this P35 Platinum from MSI.
The test results can be sourced as a series of images within this zip file.