According to , comes from the verb , which in addition to the obvious ‘to cool’ has these meanings:
> (2)
>
> (3)
>
> (4)
Obviously, sense (3) is the one that the ‘window-shopping’ meaning of is derived from, and I suppose sense (2) is a special case of sense (3). On the topic of etymology, the dictionary says:
> (2)
Apparently, sense (2) comes from stories of the paper-makers in Asakusa “window-shopping” in Shin-Yoshiwara while the water for their paper-making cooled.