Sure, but if you were to use that SFF cooler with a 7950X it would also lose performance in heavily threaded loads like cinebench (where the 13900K lost 12%). They probably didn't compare the results from a 13900k using a SFF cooler to their results of the 7950X using a 280mm water cooler because it wouldn't be a fair comparison.You're right. They did say the 5800X3D was great. I stand corrected.
Their article: They did it in a $300 case with the best air cooling there is, showed benchmarks where the 7950X beat it in all but the best cooling scenario, the published an article with the tagline, "...but you don’t lose that much performance if you go with budget-priced air cooling." They actually demonstrated a 12% loss, which would put the chip well behind Ryzen in all benchmarks and never mentioned it.
Unfortunately I can't find results for a 13900K and a 7950X both using the same air cooler for a real apples to apples comparison of how they perform with mid tier coolers.