The AMA Phantom performed better than the AMA Orc and with a smaller foot print. Although it isn't as unique looking, personally the performance would win me over. Although the package looks like it was dropped off the production line it still worked great and the fin damage was easily undone. Considering this heat sink has twice the heat pipes than the ZEROTherm Core 92 heat sink and is also larger, price will play a big role in the sales of this heat sink. AMA has a good theme going, the company's line of heat sinks could be very successful with the right strategy.