All this is completely negated by the fact that AMD launched first. If AMD had sat around on their ass for another 3 months and launched at the exact same time as Nvidia did, they would have reaped the same benefits of a more mature process.
By your logic, Intel was "not doing what they were supposed to" whenever they've released new steppings. AMD obviously "wasn't doing what they were supposed to" when they continually released higher clock speed versions of their Phenom II. Nvidia obviously "wasn't doing what they were supposed to" when they released the GTX 285.
According to your rules, it's not okay to make minor adjustments in between generations.
Also, AMD's fan curve is more aggressive. As a result, their chips run cooler at load. However, you don't know this or are afraid to admit it -- confirmation bias has a clear grip on you.
If you were unbiased, you'd be able to see the other side of things. You also wouldn't have made the asinine implication that AMD cards require liquid cooling to be bearable. It's pretty damn clear what side you're on.