I admit, even in my 50s, I fall in between both of those. I've done air cooling for nearly 3 decades but have taken it to such extremes that my rigs were within reach of the speeds of liquid(albeit much louder). I only just started with liquid today, in fact, with the upgrade to a 5800X3D. Per our review, I went with a Cooler Master Flux PL360 because, yet again with my experience with air, I wanted something that could move it for the other parts and the radiator. It may not rank best for 360s on other reviews but I knew that I needed to push air for other parts of the rig.
Don't get me wrong, I wholly agree with you but I can understand how the younger folk have a wider horizon of crap to look at earlier on than some of us did back in the day(except for those few who nailed it-I wasn't one).
I sort of feel sorry for the current gen of folks. It, to me, seems like we're in a similar parallel to the 1930s-40s or even 1880s-1900s. Those were times when some managed to connect the dots made by others that eventually led to the advancements taken for granted by those who came later. There are a lot of cool things happening now, tech-wise. I just doubt how much of it will be taken for granted and for how long.
Back to topic: Well, another factor is that now that the 2 GB GDDR wafers are out it has already been mentioned that, at the very least, NVIDIA reference and AIB PCBs can put it all on one side. This automatically throws a portion of EKWB's revenue out the window for the immediate future. We all know the pendulum will eventually swing so hard that it won't matter again, but for the next year, or two, a standard (not full), block is all that is likely to be needed, and there go any investments they've made into the full solutions.