That is very cool....literally.

Most WR (world record) runs are able to achieve double stock frequency where liquid nitrogen exists in the -190*C range; but at that frequency and voltage, a processor's maximum lifespan is four times less than that of stock speeds.  Though realistically, it may not last longer than a few weeks simply because the rest of the system configuration may not handle that much power for such a long time.  More components = increases the chances that something will burn out over a period time.
 
That being said, I've never seen an endurance run at peak frequency before-- it would get very expensive since the reason most WR runs are done within hours is because that is how long the liquid gas lasts in the little dewar they come in before it evaporates.  
 
This isn't like a $1000 typical phase change cooler to -50*C, the size and wattage needed to go colder increases exponentially; something to cool at -190*C 24/7 requires a device the size of a room or a car and the expense is your own imagination.  Hence scientific research can afford it, PC enthusiasts can dream.
 
It is just cheaper to wait 8 years for a future architecture to become equivalent to double today's processors at the same price; the difference between the Haswell and Core 2 architecture is 100% improvement in instructions per clock per core.

Cool bit of news!!