I think as competition heats up, we start to see companies trying to stretch the performance of their chip. This issue is also prevalent in the mobile SOC space where we are starting to see very high power draw, even for a short duration. With no fab advantage since competitors' product is produced on node with similar efficiency, the only way chip companies can do is to try and increase frequency at the expense of power consumption. Even with 10nm, Intel is rumoured to push Alder Lake out with a PL2 of 228W. I can imagine at some point, high end gaming rig will need to be completely water cooled or almost open air to keep the temps in check considering CPU can go as high as 228W (which may go even higher in real life) and GPUs that require some 450 to 500W.