You're losing heat off your body and that heat loss accelerates with the wind speed. Having all exposed skin covered really reduces the wind's bite but doesn't eliminate the chilling effect completely. So while I don't actually dress for the "feels like" temp, high winds can influence what I wear. For example, I typically don't put the ski goggles on until it gets below 0 F. But if it's 7 and really windy, I'll probably be sporting the goggles.
Wind also increases the airflow around my torso and the drafts sneaking up the gaps in my layers at the waist. So I make sure I have my amfib bibs on when it's windy.