its probably not cheating because thats the absolute max it can do, its 480mhz top gpu frequency or whatever is prolly used for thermals and temperature control so it doesnt burn a hole in your hand or the case, or so it doesnt catch fire if your playing games for a long period of time. there will be reasons for keeping it clocked down so its not like they are "cheating". it would prolly be alot worse if its maxed out and get reports of cases burning and melting. its not all a conspiracy.
say a PC your cpu and GPU isnt clocked at max frequencys ALL the time, there stepped down but when you do run say a game its clocked to max and as long as your case is well ventilated your fine. stick an i7 w/ a 7970 in a crowded desktop case (not a tower the other one) with cables everywhere, the insides start getting very hot and will destabilize the system cus of the temperature. so downclocking is a necessity sometime