We could use a 30W unit, which is 85% efficient at 20W...this dissipates some 3W as you say......but you still need to get that heat out, and i'd rather use a 60W unit and no fan, to be sure of not overheating (because we dont want fans).
We cant find a 20W one off the shelf, and in any case, the power is 21W.
3W in a 30W supply with no fan coudl overheat something at high ambient....say 40 degc, we dont really know where the custoemr will put it, likely they dont either.....at least they dont want to have to specify an exact "max ambient temp".
So 60W and no fan sounds like it for us.