Props to Doc Caliban where I read about propping up the back of the XPS for better air intake. This reduces fan noise and cools the cpu/gpu better.
I'm not sure if this was what did it or whether because I cut the AA down on MOH from 8x to 2x, but my temps dropped a lot - from 56C idle to 53C - from 85C peak to 69C under load. That's 16C difference. Huge.

So other than the vacuuming out crap and shooting compressed air (short bursts of it) into the vents, try the elevating the back method. I'm gonna get some erasers and hot glue gun them to the bottom of the lappy.
I used 77.70 driver before and after the test. The only variable was the degree of AA in the game and the elevation of the rear of the lappy. The room temp was about the same 76-78F.
I downloaded the new 78.50 from laptopvideo2go. Gonna test it out. May report back.