You don't need very much thermal paste...most say the size of a grain of rice is about right...even too much. I guess if you wanted to do it yourself, clean off the paste on there and do it yourself.
I'd be a little unhappy about the bent fins, but they are usually easily straightened if you want. Just be aware if any are loose/no longer soldered to the tubes. If so...make sure you RMA...no use in having something brand new that's broken.