Result: When idle, the GPP is at around 57°C and under stress goes up to 64°C.
..right - small update as I went for a bigger passive solution. Filled cavities in original heat sink with copper, grinded the sink so that it is even, glued a pretty massive copper shim to it (after adding M3 threaded holes) and screwed the assembly into an old hard disk cooler. PSU and JTAG module fitted as well.
Result: It doesn't get warmer than 38°C anymore (hottest point I measured inside). Outside max is 35°C. And this was measured after 1 hour massive stress using:
guruplug:~# stress --cpu 8 --io 4 --vm 2 --vm-bytes 128M --timeout 3600s
(NOTE - don't try that with an unmodded GuruPlug or you'll almost certainly kill it. I have never seen such a load of >16 before...). Rest unchanged, i.e. 1Gbit eth0, eSata drive, microSD, 1 USB device, no BT/WLan.
Pics below - I guess I'll leave it like this (even though I will of course look at GlobalScale's official solution). Case is open at the back though because I want to access the SD card and am too lazy to do the back properly. In particular since this thing will sit in the basement and replace a server in my 19" cabinet.