I agree with you when it comes to the GTX 980M, but for the actual GTX 980 for Notebooks (or 990M or whatever) it seems like
wccftech is on to something.
They say
The GeForce GTX 980 has a TDP of 165W, the GTX 980M has a TDP of 125W while the GeForce GTX 980 (Laptop SKU) will have a TDP around 125W – 150W (configurable by OEM).
My point still stands: If we're looking at some sort of barrier Apple won't break with the 100-125 watts TDP (Thermal Design Power) because of the thermals, we won't see a hungrier card anytime soon. The TDP doesn't define how many watts the card actually uses, but how efficient the cooling around the card should work. Throttling down a GTX 980 for Notebooks until it's usable won't give a clear advantage over AMD's current offerings which are better suited for 5K, too.