Here's what I did to solve this...

I uninstalled my ATI drivers (I used the fglrx repo previously)

* (re) installed AMD APP SDK v2.7
* installed the LATEST AMD ATI drivers [ amd-catalyst-13.4-linux-x86.x86_64.zip ]
* downloaded AMD ADL SDL v5.0 (then extracted the .zip)
* downloaded cgminer v3.0.1 source (not BUILT)
* copied ADL/include/*.h to cgminer v301 ADL_SDK dir
* compiled according to the README, then make, then make install

I do not know if it was due to the updated AMD driver or compiling cgminer - but now I get this ~820Mh/s with about 400Mh/s each, without OC!! (screenshot coming)

hmm interesting.. before I even used v3.0.1 I had a script in my home dir that called v3.0.0 and it works fine.. therefore, cgminer version (at least v3.0.0) was not the cause

I'm getting accurate FAN sppeds and monitoring - perhaps it was the ADL? I'm confused now