Is the cooler inefficient and seems doesn't sit properly on the GPU yes. However even on a better cooler this heat needs to move.
The chip is tiny, is half the size of the RTX 2070/V64/1080Ti/290X more than half the size of the RTX 2080, yet while it burns less power is not that much "less" power. So "we" expect from it to dissipate 180W-200W worth of converted electricity to heat twice as fast as if it was made with 14/16nm process. Something impossible until science comes with a better material than silicon.
Imho AMD & Nvidia should start considering big IHS with indium soldering on all their 7nm and smaller GPUs.
But seems everyone in the "tech world", forgets the First Law of Thermodynamics. Some times I truly believe that the significant majority in here didn't do Physics or Mathematics at school.
Some didn't even do History.....