BitFenix are the latest in a long line of brands to make an entry into the power supply market. The story with BitFenix is very similar to that of Fractal Design as both brands started out selling PC cases and expanded to power supplies after experiencing great success. Power supplies and fans are probably the two closest linked components to cases which is why you'll often find that brands who make cases also sell power supplies (Cooler Master, Corsair, Fractal Design, BitFenix?) and brands who made power supplies expanded to start making cases (be quiet!, XFX?). The BitFenix Fury series of power supplies is actually fairly unique though, they aren't just ?rebadging? a common OEM design and sticking their label on it. BitFenix haven't produced the power supply themselves, FSP are the OEM provider, but they have worked with FSP above and beyond the normal level of cooperation to create a custom power supply design that they can call their own. The most notable unique feature is that the PSU features custom sleeved cables, even the ones that are hard-wired feature custom sleeving.