Also, make sure you keep the fans free of dust and debris.
Any time you open the PC case, unplug it first to be safe. Unless you know quite a bit about the insides of a computer, and know what you're looking for to troubleshoot one, you should always unplug it first. If you don't have an anti-static wrist band, be sure to place one hand on the case to ground yourself [release any static electricity from your body to the case if it's metal. Wont work if it's plastic for obvious reasons.]
Also, if you ever have to tinker inside with the parts, make sure you only use special computer tools and never EVER use tools that have magnetic properties.[like for picking up loose screws you can't reach, etc.]
And yeah, don't give anymore of your money to those fools for cleaning your PC insides. Buy some canned air from the computer store or elsewhere to spray the dust out. Good for cleaning dust out of your keyboard too.
P.S. Why do you want a placemat on top of your PC case? If it's for setting drinks or food on it, I'd think twice. It's not a matter of if, but when you'll eventually spill something that can leak into the vents and ruin stuff!
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"I am the son, and the heir, of nothing in particular" -The Smiths