They've been working hard on that for a while. Modern processors - even those aimed at servers - are far more power efficient than those of a decade ago and continue to improve. And the energy saved is multiplied by the fact that server rooms are normally air conditioned and which requires even more energy to remove the waste heat.
But alas room temperature superconductivity is still many years away (if it is ever possible). Great progress has been made in high temperature superconductivity over the last 30 years, but in this field 'high temperature' is relative. A record high of 138 Kelvin was claimed 22 years ago but remains unconfirmed, but even that is a rather impractical -135.15Â°C.
So for now, putting the waste heat they inevitably generate to good use is much more practical than attempting to circumvent the laws of electrodynamics and thermodynamics.
Superconductivity was a Dutch discovery - Heike Kamerlingh Onnes at Leiden in 1911.