AMD is also in the process of being a toaster oven. The new Ryzen 9 7950x will use considerably higher power (105W -> 170W) for a smaller die area, which is making people worry about air-powered cooling being not enough (previously a Noctua D15 was enough to cool a 5950x). And I really don't want high-end CPUs to require water cooling since it's more unreliable and requires more maintenance.