"The size of the graphic processors shrinks all the time thanks to ATI and NVIDIA, yet even today they generate a lot of heat that require high end dedicated cooling. Graphic processors are rather expensive, and to ensure profitability, graphic card manufacturers are trying to reduce their expenses.
Some partners are using budget coolers on their products to boost sales, but for us, the end users, we don't like it. For that very reason some of us prefer to purchase VGA coolers separately. First and foremost to boost performance by increasing our overclocking potential, and secondly to kill the noise generated by many of today's stock cooling solutions.
Cooler Master is very well known with their coolers, cases and power supplies; their product line is literally huge. CM also benefits from a huge distribution network, which means you can find their products everywhere. This new cooler is made to be Universal so that it can be used on both ATI and NVIDIA graphics cards."