From what I understand, the most important cooling should be done at the ends of the lamps - hence the rationale for companies like ATI and Fauna Marin designing their fixtures with the air directed through ports at the ends by the endcaps. This may also explain why testing repeatedly shows the ends of the lamp (or one end) having higher output relative to the rest of the lamp.
Aditionally, from what I've read there is a risk in overcooling the lamps leading to decreased output. So it's not just a matter of cooling things down as much as possible.
I am researching T5s with an intent to buy an ATI or Fauna Marin fixture so the information above is based on what I can recall from reading through posts here on RC.