IMHO: they have got it all wrong...
it is not aimed for the overclocker, but for low-to-mid range systems.
it certainly won't be any good in an OC'd rig as it cannot dissipate big temps.
it is too large for a smaller media-server. and, if anyone made a HTPC with one of these - it would be defeating the purpose.
it is fugly... and comes with a hefty price-tag.
a Noctua NH-C14 without fans would be better !!!