Reminds me a lot of the GTX 690 heatsink. Looks nice. I hope they offer the top of them in other colours. Anodised red would be nice.
I love it when companies target a product that we all take for granted and consider quite a mondane component and are able to invigorate it with new features. In this case they've increased the speed quite substantially given it a new physical look, included temperature monitoring of the modules and managed to fit in some kind of LED light system to the top of the aluminium bar.
I doubt I'll buy these as I just bought a bunch of Red Mushkin Ridgebacks but they are really cool nonetheless.