I did notice that, but, as we know, TDP doesn't necessarily mean it will consume that much electricity or generate as much. Because the K-series are also unlocked, you can adjust them (undeclocking and undervolting in this case) to beat or meet those non-K APU's in terms of power and heat. You could also adjust it to be as powerful as your system solution can handle/has to be (in heat, noise, and/or power consumption). I'm thinking this should be true since they are of the same architecture or possibly the same chip configured differently. The K-series might even have higher binning.
Even
regular people would look at the clockrate and think it's better. Maybe the lower TDP rating would appeal to them more if they aren't aware of what I said above,
or this could be a marketing scheme for AMD to increase initial sales because people might think it's a deal to get the more powerful APU for the same price as a weaker one.