That's what I thought Amidar, because in that video above it looks exactly the same as MX-3 does, and tjharlow even mentions how annoying it is to work with, when I first started using MX-3 I thought the tube I got was off (can TIM even go off!?) because it was so thick and just wouldn't stick to the IHS at all.
After a lot of persuasion I managed to cover the IHS with a nice even layer, now that I've used it several times I now know exactly how to apply it without to much hassle, but it's far more difficult to work with than AS5.
I did a build for a friend a few weeks ago, and he bought the Zalman CNPS10X Extreme, and Zalman have changed their thermal grease to stuff that is quite similar to MX-3 as well, the old thermal grease used to be quite thin and came with a small brush for applying it, that was the easiest TIM I've ever used tbh, and it was quite good as well from what I remember.