It's be tough to be a cooler company these days, first off, there is cutthroat competition between these companies to try and differentiate themselves from the rest of the pack, secondly, not many real innovations are happening, it's more refinement and materials. I mean let's face it, there are only so many combinations and sizes of fans, primarily two metals in use, and fins of every imaginable type.
I received this cooler in a shipment from Arkua not to long ago, and my first impression was "Great, another big-ass fan and funky fin design cooler", well sometimes first impressions are wrong, dead wrong.