I myself look at what that manufacturer uses for a heatsink on their video card. Yes, getting extra software, having an overclocked video card are all niceties but what's the point in getting a video card when you might need to spend an extra 30-50 dollars on top of your video card for a good GPU cooler that will make sure the video card stays cool at all times. Not to mention the possibilities of 'WHAT IF' that GPU cooler does not properly work, or gets installed wrong, what then?

MSI has been one of the top manufacturers that uses an aftermarket cooler for thier video cards. The 285GTX Superpipe is no exception to MSI's continuation of quality, not to mention their ability to think outside the box when it concerns thier products.