Actually, the pump is cooled by the fuel passing through the pump, not by being immersed in the fuel. And (here's the important part) the pump produces very little heat as it runs. The heat concern is not from the pump running, but is from certain parts failing or wearing out that require the pump to draw more amps (worn gears, clogged filter, etc.) That produces heat which in turn ruins the pump motor. Once the current required to operate the pump is at the damaging level, no amount of cooling will save it. It will fail....eventually.