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Some don't.
just because you can *see* an item from a game you do not own in the Point Shop, that doesn't mean you can buy it. Some games will let you see their Point Shop items, even if you do not own the game... but when you go to *buy* the item it will not let you and say you must own the game first.
Usually this is on emoticons/stickers (in my experience) and not so much on "avatar frames".
The stuff you can also get in the community market, static backgrounds and emoticons, those have the restrictions of game ownership and 2 hours playtime.
The latter restriction has been put in because people were buying games and refunding them to buy the emoticons and static backgrounds in the points shop.
The restriction is not opt-in, it's set by Steam: https://partner.steamgames.com/doc/marketing/tradingcards
Overkill.