The kit doesn't have to be a top performer, it just needs to perform, for WC to pick up.
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Too often, so the article argues, we've seen pre-packaged or budget solutions that use too-weak low-quality low-lifetime pumps, budget tubing that ages badly, too-small or inefficient radiators that require screaming fans to offer any form of adequate cooling, with waterblock technology from the relative stone-ages of water-cooling, all mixed together and packaged nicely, but ultimately doing little better than what can be achieved with a heat-pipe heatsink and a medium-speed fan (and usually less noise for the HSF solution).
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and that's the core of the issue.
The WC market suffers from a perception that
water and electricity don't mix. Anything, and by that I mean, any WC product that functions, will help alleviate that fear. Taken to an extreme, people will electrocute themselves, trying to apply the same principles outside of a PC...
but we're not there yet.
Seriously though, bad products do hurt the industry, and I don't think that there's any doubt about that. However, it still comes down to making a well advised purchase, and that's really not that hard to do, given the amount of information available on the net. (so yes, bad reviews hurt too).