ok, after using for a bit, i've come across a few things...
if i leave it on full 100% for longer than 5 minutes, the heatsink does get hot.
but as long as it's flashing, or using colors, it's fine.
also if i have on events of full white for 50% of the time or less, it's fine.
at 50% the heatsink isn't cold anymore, but isn't warm either.
in a show setting, i don't think this will be an issue, since i can't think of where someone would have it full on for more than say 10 seconds..