I saw that article plus others and still went through with it on a 970 Pro. It was slightly productive, but I sated my curiosity.
Pulled the sticker off, and applied NT-H2 only on the controller. Should be more effective on those Gen 4 NVMes.
What you've done in the pic isn't much different with cpu and gpu cooling: cpu cooling has more 'layers', so cooling efficiency is reduced compared with gpu.
You added an extra layer here, via that thermal pad.