They need to work on cooling, not CPU performance. What's the point if "performance" lasts like a minute.

I feel like there's is too much focus on the CPU part, while GPU is lacking in a lot of SOCs. I'd rathe see a mid range or even entry level CPU paired with a high end GPU. As there is not much work to be done for the CPUs, aside from emulation. This would open up a niche for AAA games, similar to what Apple is doing.

Didn't the Gen 2 (And + Gen 1) fix the over heating aspect of Gen 1?

Consider this 8 gen 1 wasnt a big leap over 870 or 888, 8 gen 2 wasnt really a large jump from gen 1, and 8 gen 3 was finally significant improvement over 8 gen 1 both in performance & efficiency... The upgrades from generation to generation is really insignificant these days, you really only need to update every like 3 years tbh