OEMS really don't want to use the standard intel/AMD cooling solutions, they have one design of a cooler that they want themselves to be able to fit in any motherboard in their lineup AMD based or INTEL
I have a Noctua that uses a back plate and puts through silver bits.
HP have done this for years. They're usually stuck down with double sided tape on the back side of the board. It's because it's cheaper than using the large plastic retention I guess and more secure.