That does not mean jack for either of us.
The point I was making is I do have some considerable expertise in electronics hardware due to my degrees, certifications and decades working "in the field" professionally as an electronics technician. No brag - just fact 
And while the last 20+ years have been focused on computer hardware and networking (including 10 years as a hardware guy in a large software development company that supported secure government networks), I don't pretend for a second that I am a "Windows" expert or a "Pro" at programming or "software" code development. This is true even though one of my "other hats" in that development company was as an alpha and beta tester for our software.
IT is industries within industries. No way anyone is an expert in all areas. One of the beauties of forums like this is they bring members with all sorts of expertise from many areas within IT together so we can all share and learn from our collective expertise and experiences.
If this site allowed signatures, you would see, as noted here in the last line of my signature that heat is something I have taken a particular interest in.
I agree 100% with you on this!
Many people, newbies and more experienced alike, don't seem to understand, as I noted above, it is the case's responsibility to provide an adequate supply of cool air through the case. And it is the user's responsibility to ensure the case is doing just that. If the CPU temperatures and temps within the case have reached that threshold that causes the BIOS (firmware) to trigger those thermal protection features, the user has failed to do his or her job of configuring case cooling. They either need to add more fans, replace the fans with higher capacity (more CFM) fans, or replace the case with one that supports better cooling options.
You say "buzzword", I say "marketing hype". Either way, you are right; it is disappointing because, like most marketing hype, it is misleading at best, totally false at worst.
Well, conditionally! If the CPU is pushing 90°C, 60°C is better. But if the CPU is running at 50°C, that is comfortably within the acceptable operating range so 30°C is not any better.
All in all, I think we are on the same page here!
