I do agree on that, laptops have high end gpu's in, but often fairly little thought put into cooling, a good few I've seen from friends in the past 4-5 years end up being incredibly loud fan wise and get almost painfully hot to use when under long gaming load. Often people use them to play stuff like wow, and less intense games under less load but, a tiny little poorly cooled laptop isn't ideal for high end loads constantly going on. A better way to put it I guess is not fairly little thought put into cooling, but fairly little they can do to improve cooling in a laptop, without making the case the size of a Yellow Pages.
Which is why I mentioned we don't actually know how good/bad a 480M might be in real life, because its a full Fermi, just at painfully low clocks and with lots of bits fused off, its got incredibly high power draw. Remember their desktop parts are rated at 250W, vs 180W for a 5870, yet all tests show its using a good 110W more than a 5870 system, so if they are CLAIMING 100W for the 480M part, well, I wouldn't be surprised if that ended up more like 130W, maybe even more, and all cooled in the same tiny laptop. Considering I think a 5870 mobility is rated at 75W maxed out, maybe 55-60W in gaming, for maybe 10% less performance, its a pretty easy choice.
Its very very likely you can get a xfired 5870 mobility setup for the same price, and the same power usage as a 480M laptop, with more performance and two separate cores will be easier to cool than one as you can design a laptop with a second air channel, and fan if necessary.
Really though a single 5870 mobility is pretty damn good in terms of laptop gaming, anything more and you're asking for unstable, crashing, over heating, uncomftable to use, worthless power life laptops.