quickymart:
Thanks for all the comments. Unfortunately I don't get a lot of time to do self-maintenance on my PC, and I don't have all the tools or knowhow to replace the thermal paste.
However I do vacuum out all the dust I can see, usually every 6 months. Just this time it wasn't making any difference to the temperature (normally it drops it by a bit) so figured it was possibly time for the thermal paste to be redone, etc.
Replacing your thermal paste, even as a PC repair noobie, would be almost certainly be quicker than the drive to PB Tech. I'd be happy to walk you through it if you like, or there's no doubt 600 videos on youtube telling you how :-)
Also, vacuuming a PC is bad, it generates massive amounts of static electricity. Use a compressor with a moisture filter, or canned air to blow it out.