Passive cooling means?
The room isn't hot in itself. When I turn the lamp off, the temps settle to normal house temps of about 22C in 10 minutes.

What I dont get is when I blew a crappy little fan over them with the door open the last grow, the thermometer registered around 27c. With a great freaking hi-tech fan and two massive holes in my wall, but no little fan blowing over them, I'm getting around 31C. WITH A SMALLER LAMP!!!

What about chopping off the sides of the reflector?