This is the cooler we saw most at Computex and wasn't even released yet. Heatsinks are a normal part of any modern computer and are designed to keep your components cool enough to run. Given these devices are utilitarian in nature there is rarely consider what they should look like. Some are massive towers of heatpipe and radiator while others might be a simple chunk of metal with fins extruded from the surface. The key point to take away from this is that heatsinks rarely look, good.A news posting would be appreciated.