The only time I really worry about chipset cooling is if I have done voltage mods on the board and I am running everything at much higher than default voltage. In that case, I add additional cooling to just about everything (mosfets, v.reg chip, etc.)
my main system is a good example – it has a chipset v. mod and I really cranked up the cooling on it:
^my garage built n.bridge waterblock. It is double insulated with vapco cork tape and neoprene as it runs with an 80w pelier. ignore the horrible looking plexi hold down – it was used only during testing and was later replaced with an aluminum one. It keeps the n.bridge hovering near 0c most of the time.