The "Haswell" processors in these tablets are actually built different than the regular desktop and laptop versions. They are flatter and wider which means that they are not "stacked" like a regular processor and that increases the cooling capability with only one fan.
I have the desktop i7 "Haswell" and the CPU cooling fan alone is not enough to do the job. The processors in the tablets can be cooled with the newer design.
The battery life rating of 9 hours should be with the i3 version and will go down the higher you go with the processor class. BUT, the i7 can achieve 7 hours and maybe even more.
That is the thing of the "Haswell" class of processors because they are designed to use less energy and actually have more functions. The entire video card is in the processor just like in the ones for the Pro and Pro 2 tablets. That means fewer components and less juice used. It will also be with the motherboard as well since it has been re-engineered to use fewer components and that also boosts battery life per use.
So, in summary, you should have "all day computing" on battery with the i7 and just a little longer with the i5 and i3. That means you can do anything you want and should last that long. In fact, you may even forget that you are on battery at the end of the day and see no caution balloon from the battery indicator on the TaskBar.
Also, like in the Pro 2, Microsoft had the batteries custom built just for these tablets and I do believe LG Electronics built them (they did for the Pro 2). Everything from the ground up has been engineered to use less power and also to increase the cooling capability. Also, when you get the tablet, look around the perimeter of the chassis and you will see holes all around. That along with a larger "Cyclone" type cooling fan will definitely keep the processor cooler.
With that all being said, chances are, the tablet 'may' be throttled "down" since they are new and later on, Microsoft can adjust those settings with firmware updates to bring the tablets to the highest optimum operational level and maintain long battery life and keeping them cool.