89W is nothing to ignore, pHaestus, but the high end processors are a little far out of most people's reach right now.
Tempus: These people aren't buying performance heatsinks. We can hardly expect them to go from stock to watercooling just like that. They've got no incentive except noise, as you point out, but that's easily solveable with things like XP 120's. The WC market can only really pick up performance users right now and things like OEM's won't come right away (if ever) so going for those who don't know anything about VC performance or bus bandwidth will probably be a lost cause. Servers will be switching to them rapidly soon, I think, and they'll definitely want reliability above price (hence choosing WC) but that's a whole different story. I'll bet that they would research far beyond the crappy kits that this thread seems to be about...
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