Why can USB 3 cables only stretch to 3m when Ethernet cables can be 100m?

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USB 3.0/3.1/3.2 Gen 1 aka the kind that can do 5 gbps can only use cables up to 3m in length. Meanwhile Ethernet uses a similar twisted pair copper cable, but can do 10 gbps over 100m.

What gives, why is USB so limited in terms of cable length?

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