That's exactly the question I asked them, with "or you want us to radiate the remaining the remaining 15kW into this single mode fiber going to your switch? we can get laser capable of that"
To see the difference in practical terms, pick an item that's noticeably warm, but not hot enough to burn you. Hold your finger very close to it. The heat you feel there is radiated. Then touch it, and feel the heat that's conducted through touch. You'll feel much more heat with the latter.