I bought a bunch of Shin Etsu G751 , and also X23-7762 for my own use and to sell.
While I can't pretend to be an expert , I'm learning. I started with CoolerMaster, switched to Ceramique, and then bought the Shin Etsu.
The Artic Silver Ceramique is a good compound, as is the CoolerMaster premium compound which contains some Shin Etsu material. I haven't tried AS3 or X23-7762, so the G751 and Ceramique are my favorites. I will buy some AS3 or AS5 and try that soon, but only in applications where the compound's capacitance isn't a concern..
The G751 is my first choice for Northbridge and GPU chips since it seems to outperform other compounds when the chip surface is concave, convex, or shimmed.
On CPU's joined to good quality and well finished heatsinks, or on lapped core and lapped sinks.....I think that it very hard to tell which compound will perform best or be the ideal choice.
There are too many variables to predict a compound's performance or prescribe the ideal compound. I'm starting to think the best way is to try a few and see what works in an application.
I think that all of the top thermal compounds are good quality, and that surface finishing , compound application techniques, choice of heatsink and fan, and case ventilation are more important.
But when a compound allows a major drop in chip temperature, it is a very cost effective improvement.
For a while, I'm going to stick with AS3, AS Ceramique, AS Alumina adhesive, and Shin Etsu G751 and X23-7762...and learn when and how to use each of them best.