https://www.tomshardware.com/news/intel-revamps-boxed-coolers-for-comet-lake-processors-new-blacked-out-design
 
Intel is packing a slightly improved stock heatsink-fan (HSF) cooling solution with some of its higher-end 10th generation Core desktop and select Xeon-W processors. The cooler, while nowhere close in size or weight to the TS15A, features a slightly thicker heatsink with a copper core, compared to the one included with lower-end parts such as the i5-10400. This heatsink's primary material is black anodized aluminium, with a copper core. The fan's cable is now black sleeved, instead of being a loose bunch of four ketchup-and-mustard wires. The hub of the fan, which usually had a white or blue label with ugly regulatory markings, now has a solid grey sticker with just the Intel logo.

There are no performance numbers, but the cooler looks physically similar to the copper core coolers Intel used to include with some of its oldest LGA115x processors, such as "Lynnfield" and " Sandy Bridge," capable of handling 95 W TDP. Intel is including the cooler with the Core i9-10900, the i9-10900F, i7-10700F, i7-10700; and Xeon W-1290, W-1270, and W-1250 boxed processors in the DIY retail channel.
 
I suppose that Intel decided that the extra cores need a bit more cooling efficiency
 

Huh.
 
I wonder how Intel decides whether or not the chip should come with a cooler.  If Intel didn't already make a cooler capable, they don't include a cooler because they don't have any which are sufficient?  Or would it cost them too much to make one which is sufficient?  Or what?
 
I'm all for not including coolers with top-of-the-line CPUs.  So, I think it is a good move.  I just think it is an unexpected move for Intel.  Are their profit margins now so slim?  I mean, previously the 10900K would have cost $1000 or more, so I suppose there must be some very limited profit margins at $500.

Keep in mind, Intel also sells their own larger CPU air cooler. It's almost 2.5 times larger than their stock heatsink and designed for their K series Intel LGA 1156 / 1151 / 1150 processors but not designed for overclocking.

Product name: Intel® Thermal Solution BXTS15A

These coolers seem so bland compared to AMD's offering with the X series chips; the Wraith Prism.

I think they should only include coolers with the non-K series chips; as they're doing. Anyone looking to OC should have better cooling lined up to begin with; so I think they hit the nail on the head here.