Makes sense when you saw the Gainward GPU cooler. We could see the GPU power sockets midway on the card and the third fan just blowing on the cooling fins with no PCB behind it.
Kinda confirms what I thought, that these cards are not as big as people were expecting. However, perhaps they are taking a new direction making cards shorter but thicker. Maybe to increase sales towards ITX users and the like.
I guess these will look really small with a waterblock. And perhaps water cooling will be very interesting when the VRAM is so close to the GPU die.