How do you feel about the sideshow-like atmospheres that many times needlessly accompany things? Does a contending boxer really need a posse of twenty guys and a couple of scantily clad women to dance down the aisle around him, music blaring, as he makes his way to the ring to face a stoic reigning champ? Will it make him a better fighter? Do we need to get hit with countless ads prior to the launch of a new product along with a frenzy pf media coverage before we even see the product? Or should the quality of the product itself should do the talking, just as the boxer needs to prove himself in the ring or all of his antics will have been for naught.

Over the years I have seen many contenders come in with more hype than actual chance of reigning supreme. I vividly remember Caveman Lee's circus being burned to the ground by a classy Marvin Hagler in 1:07. I have also seen Evander Holyfield quietly enter the ring and pick apart the one-man circus that was Mike Tyson. Strangely, cooling tends to run in a very similar fashion. The incredibly classy Noctua NH-D14 reigned supreme for years without question. We saw cooler after cooler come in amidst incredible hype, offering the latest nano-twister circular heatpath technology claiming it would overtake the NH-D14. Invariably they hit the ground with a dull thud?until upstart Phanteks dropped the PH-TC14PE on the world amidst no hype. There were buzzwords attached to the cooler, but each of them was easily explained and made sense. Now upstart Cryorig is following a similar path, quietly releasing a cooler that certainly looks like a true contender to the crown.