Many factors in the interface.
Typical rule of thumbs:
Plated/Polished base, small amount of a more liquid thermal compound to the CPU.
Machined surface, small amount of a moderate thermal compound to the CPU.
Direct contact heatpipes(Machined flat) , small amount of a moderate thermal compound to the CPU.
Direct contact heatpies(gaps, or aluminum base between pipes) generous amount of thick compound applied to the CPU and the filling gaps in the heat pipes.
For Intel the application of the thermal compound is more important in the vertical, (parallel to the I/O on the 'back' of the motherboard) So a common tactic is a thin bead applied in a vertical line.
Ryzen has two dies, so applying compound over the entire heatspreader isn't...