This, unfortunately, is a sad and prevalent misconception. Its like people forget that sony is first and foremost a hardware company. There really is nothing mindblowing about MS hardware design with the XB1X. Its simply using a vapor chamber cooling solution (which for all its worth probably cost no more than $20 than whatever sony used). And n the same sized box, a vapor camber blower solution is better than a blower normal fin solution every day. Sony just did hat they thought they needed to do and nothing more.
nd as it stands, a vapor chamber is an absolute minimum either of them will go with, but unlike MS, at least sony has patents out ow for a "fancy custom cooling" and MS does not. So I reall don't know why you would think MS will be the ones using a custom fancy cooler lol. Not saying they won't, just saying there is more to suggest that it would be sony that does it than MS. Unless you consider a vapor chamber as fancy custom cooling.... its not.
While there may be nothing fancy about a vapor chamber in the PC world, there's only one console which has implemented it, and as it stands that's the most "advanced" cooling solution seen on a console to date. Patents are important, but so is practical application, and the ability to iterate upon past successes. This gen MS has pushed higher clocks on both CPU and GPU (significantly so on the 1X) while also having quieter consoles.
Edit: based on the Gonzalo/Oberon leaks, I do currently expect PS5 to feature higher GPU clocks than Scarlett. Commenting on the general capability of each company in regards to cooling.
Variable Rate Shading (VRS) is a feature many (including myself) expect on both consoles, even though it's not present in the current iteration of Navi. Only Microsoft has a patent on it. Does this mean PS5 won't feature it?
Also, I think it's time to end the "Sony is a hardware company" line. Sony and Microsoft both have well respected hardware divisions, among other areas they work in.