Yeah I remember the Shin Etsu thing, I found a reasonable review and mentioned it in a post asking if anyone had tried it, myself and another guy bought some to see who the claims stacked up. While waiting for delivery i spotted more reviews of it, totally laughable claims like "CPU temp fell to 25C!!!11" (yet case temp is showing as 30C).
A lot of the most dodgy reviews seem to be related somewhat to chillblast.com, a UK site with forum that... has two of the dodgy article authors as high postcount members. I think at least one of them is associated with the company also. What is the only place in UK which sells Shin Etsu? You guessed it.
FWIW the shin etsu so far has been perfectly good paste, roughly on par with A.Alumina, though I dont have anything like the facilities here to do a thorough test (neither, I might add, do most of the goop roundup reviewers imo). IIRC the other guy also got quite good temps, but noted the shin etsu works out very expensive on the large intel heatspreader since he used an awful lot of the small tube.