OK, so they're doing this to deter overclocking?
"To illustrate our point, we plotted the temperature for all of the Core i9-7900X’s cores at stock settings running Prime95 or LuxRender. A good custom water-cooling loop does fairly well, which shouldn't come as a surprise. However, no other thermal solution will be able to keep up. Even the motherboard manufacturers we spoke to agree, telling us about their all-in-one liquid coolers running out of headroom as soon as they ran Prime95 without limiting AVX." - Tom's Hardware
"To illustrate our point, we plotted the temperature for all of the Core i9-7900X’s cores at stock settings running Prime95 or LuxRender. A good custom water-cooling loop does fairly well, which shouldn't come as a surprise. However, no other thermal solution will be able to keep up. Even the motherboard manufacturers we spoke to agree, telling us about their all-in-one liquid coolers running out of headroom as soon as they ran Prime95 without limiting AVX." - Tom's Hardware
In a hot burn in room with other systems and no AC.


. The 2nd image - initially i wasn't sure what i was looking at, that liquid metal stuff looks mental. So how big an improvement over default paste?