Many budget HSF makers have been effectively shut-out of the market with the increasingly improved stock solutions being offered by AMD and Intel. Relatively few (in comparison to 4-5 years ago) have been able to offer significant performance gains with their HSF solutions over stock. The crown of air-cooling performance is basically held by Thermalright, with a number of other companies clustered closely behind, and there's extremely little left to gain.
Water-cooling is the "new hope" market for these guys now. Expect to see what was once the domain of higher-end enthusiasts to get encompassed by the rampaging Taiwanese hordes of budget water-cooling solutions. Soon enough they'll start fighting amongst each other, and developing more performance oriented solutions as they go. Prescott's heat will fuel the demand as well. We're just witnessing the first "marketing feeler's" of these companies at this point in time.
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