EK planning to release Air based heatpipe CPU cooler

It's like cussing in a church and a paradox. But Liquid-cooling specialist EK is planning some air coolers for processors, Heatpipe based. The company showed one image of a prototype cooler based on four heat pipes in a U shape. 

Paired with an EK branded fan EK thus is making a move into Heatpipe cooling. EK has not shared any other info regarding price and availability, neither is the design shown in the photo a final. 

Let's hope the prices will not sit in the same over-inflated level as their liquid cooling gear.  EK is going to get it rough in this segment, the CPU Heatpipe cooler market is incredibly saturated with a plethora of options.