Here's my goal:
the design of a cooling
system that will give me the most performance (how fast it does my tasks) while being reliable, affordable, and quiet.
Any of those goals that is missed will give me a failed system. I use air in one system because I had not the time or money (at that moment) to put a better watercooling system into it.
The idea that we are (homogenously) not interested in designing a cooling system is not accurate. There is a limit to which we can go on optimizing single components for performance, and I believe we are at that limit right now.
Tests are easiest when done for isolated components for easily measured criteria, such as AMD64 die temp given same system and only changing the waterblock. That does not guarantee it is generating data that is desired, as pH will readily admit. That is one of the reasons, I believe he is interested in doing system tests. That is in addition to the fact that doing the same test over and over again gets boring.