I'm getting a distinct impression that the documented electrical specifications for the standard are 150 W, and the test specification for the connecter is 300 W, so some companies choose the lower of the two competing specs, and some companies choose the tested physical maximum.
To me, it seems like total Chaos as these new GPUs are pulling down so many Watts that these decades-old discrepancies are now being tested, and flushed out.
It also seems like PSU manufacturers are only partially motivated to release optimal cables for old supplies and have an anti-pattern benefit to release new PSUs first.