ALL planetary winches, by design, are somewhat problematic in terms of dissipating heat. The motor is encased to protect it until it needed, so has little to no ventilation. Moving parts are closely packed together to further help it cook. Users think, "I'll run it a couple of minutes, then rest it..." when it'll be red hot maybe by then.
IME, 30 seconds is a long time to run one, even if unloaded, as cable packing/practices with mine have shown that to be true. CAREFULLY get your hand near one periodically as it runs by stopping it to monitor.
Snatch blocks slow things down more, but significantly lighten the load (cooler, but still don't get in a hurry by forgetting the cooling breaks) and generally make things safer if properly rigged.