A. The point of thermal paste is to help conduct heat between the chip and the heatpipe/heatsink/etc. The chips are not lapped, and contain many grooves and microscopic holes. AS5 specifically contains different size particles that fit in the grooves/holes and help conduct heat. That is the reason you don't want to much is that the main purpose isn't to act as a layer between the two surfaces, more like create a lapped-like environment.
B. My question is, whoever has replaced the thermal paste, when replacing the heatpipe or whatever goes over the chips, when re-lifting it up, does the thermal paste make contact with it? Maybe apple uses so much because there is a gap between the chip and heatpipe. In that case, you should buy some copper plating 1.5mm thick or w/e seems applicable. clean the plate with some soldering paste or something acidic. put some as5 on each side of the plate, then put in place, and re-assemble. Copper is one of the best conductors of heat.
C. I'm guessing the gobs of thermal paste is to cut costs. I'm not sure if robots or a person assembles macbooks, but either way to apply the precise amount of thermal paste in a razor thin layer would take more time than just put a glob on it. More time=higher costs.