I started a thread on msi forums about the board some people asking about bios voltages they needed more info etc going to give it another whirl tonight
Had a quick look at the MSI advice - that last post isn't great for a troubleshooting a system that's unstable at stock, using a stock cooler.
It's essentially advising you to clock all cores to 4GHz, using a fixed voltage and turning off all power saving features and then torture testing it with Prime. This would be OK (prefer offset method) if you're going to try for a clock on an already established, stable system with a quality aftermarket cooler- but not something you would apply to assess a systems stability when it's unstable at stock.
We're trying to achieve a stable base platform - but the reality is it should do this out of the box - perhaps some minor tweaks to memory timings/frquency/voltage or even adjustments to to vCore. But i wouldn't whack, what is essentially a hefty (4GHz), clock when using a stock cooler... (3.7/8 GHz tops for stock cooler). Remember, you were touching close to 90 degrees using Prime at stock.
Additional: They were asking about your cooler attachment more out of concern if you were using a a large third party tower cooler (e.g.
Dark Rock Pro 4). This can cause warping of the motherbaord around the socket - and even affect the DIMM sockets - in turn causing instability. Your stock cooler won't be an issue and if installed correctly, as described, it shouldn't be a problem. But, was worth a reseating - just to rule it out.
You're getting there - fingers crossed for next motherboard...