Kind of embarrassed to show my face after what I have found out this evening...
So I followed all advice I was given and have now reseated my cooler and turned the fan around.
First the good news... My temperatures now look like this
Thats after 30 mins with prime 95.
Ridiculous improvement.
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So here's the embarrassing parts...
Removed the cooler completely, first time i've done this since installing it (have loosened and re tightened couple of times before) and found this...
So good news, my processor can run passively cool, without a heatsink at 50c lol not great to find out.
The reason why I had to contact...
The one side of the heatsink sitting on edge of these.
Which i'm sure isn't great for them but good news is everything still works.
To get it to actually fit ended up swivelling it around so instead of it being fitted the way the instructions say its now fitted like this, so that its got a slight gap before the components pictured above.
So now stable and cool.
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Just wanna say a big thanks to you all for your advice, you've probably saved me from frying my processor.
Was a little embarrassed to post outcome after my stupid mistake, but wanted to share story.