I received this official response from MSI regarding the issue I logged with them earlier today.
Dear ,
The CPU, GPU specification and the thermal design will not be the same on other desktops, laptops and workstations user had before.
The CPU & GPU temperature is affected by many things but mainly from the system loading, environmental temperature, storage devices….
When user runs heavy loading program, notebook itself will generates heat due to the work load. This is a normal behavior. CPU 74 degree under loading is considered normal not overheating, and user may have the wrong image of the CPU temperature on notebook. We have the temperature protection mechanism for CPU&GPU to prevent the notebook overheating, so user shouldn’t need to worry about the temperature.
The system shutdown/reboot should be caused by something else but not overheat, since CPU temperature 74 degree is still far away from the overheat.
A powerful notebook like GT73VR, it's designed to give great performance under heavy loading games. Therefore, in order to have the ability to handle the great heat dissipation under environmental temperature from 25 to 35 degree, it is bundled with a powerful thermal fan. This is why user may feel that the fan is running loud.
We have set to have the optimize balance between the heat dissipation and the notebook performance.
Where user uses the notebook and how user feels about the temperature and the tolerance of noise is a subjective feeling for every people. If you think that the fan is running too loud, please update the latest EC firmware and do the EC reset afterwards since the latest version has modified the thermal fan speed. If the noise still bothers you, then we suggest to use the fan speed function in Dragon Center to adjust the fan speed on its own.
EC 17A1EMS1.107
http://download.msi.com/archive/frm_exe/nb/17A1EMS1.107.zip
Update Guide:
https://www.msi.com/files/pdf/EC_Firmware_Update_SOP_for_Windows_EN.pdf
Kind regards,
UK Notebook & AIO Customer Service