This is entirely correct. With the space you can make available in Desktop PC cases it's certainly possible to cool a 300W chip with a tall heatsink covered in

This is entirely correct. With the space you can make available in Desktop PC cases it's certainly possible to cool a 300W chip with a tall heatsink covered in heatpipes with a sensible fan. And the heatsinks used are still relatively cheap compared to what can be done if enough money is thrown at it. If you don't have enough space for a large enough heatsink, that's when you start needing far greater airflow than what's sensible in non-industrial environments (mostly in terms of noise). Just look at what some of these big Cisco boxes do. I'm disappointed AMD have chosen to confuse people with their marketing material. I guess these are expensive high-end CPUs aimed at the type of enthusiasts who see the idea of requiring water-cooling as a positive.