Edit: To throw math at it, silicon conducts at 2-4 Watts per centimeter-Kelvin. If we need the heat to travel an extra 100nm, and we're looking at a 1cm by 1cm area of chip, then it takes 20 to 40 kilowatts flowing through that slice before the top and bottom will differ by more than 0.1 degrees.
Limiting overclocking is a price to pay for that, but you kind of get it back with the monthly power bills - and still going toe to toe with Intel in general.
This also means you don't need to run the fans in your system as high.
Power/heat matters for datacenters, but not for people. Yes, you can built a kw desktop, but you know you're doing something weird. For most people, their computer's peak dissipation has been falling for a decade. 90W cpus used to be common, but mainstream is currently going from 65 to 40W categories in desktops. And normal people do not have GPUs. Even more normal people depend primarily on mobile devices, where 15W laptops are routine, and lots of people use devices <4W.