"On average" under load, at idle, or what?
Under load of course. The TDP is always specified at full load.
When idle, tests have shown that there is little difference between the various Intel CPU models (of the same "generation"). See e.g.
http://forums.anandtech.com/showthread.php?t=2146290. But that's a different story.
It might not be that clear-cut. The 3770K might be using 10 watts more under load, but doing more work. So the work gets done sooner and the 3770K drops back to idle before the 3570K.
Sure, but you still have to design your PC to handle the worst case, which is the CPU running at full load and the associated TDP. So you have to take that into account when deciding on cooling solutions etc, which is important when building quiet/silent low power systems.
Also, I agree that it's a trade off between CPU performance requirements vs low TDP and possibility to build a silent system. But my point is just that when building a silent system it might be interesting to know that the TDP of the 3570K will be lower than for the 3770K, despite them both officially being specified at 77 W TDP.