Compare the size of the new air-cooled 40XX cards and the iChill 4090, which is tiny by comparison. The simple answer is just to use liquid cooling if you have a card using 400w. Then all the absurdity just goes away.
The water cooling on my 3090 is heavier than the air cooling for the same card, as you need a coldplate on both sides of the thing to get rid of the heat.