Funny how i thought the same as many others here (too much difference in price, and i would need a custom loop to run it as atm i have an AIO), when i read the review a year ago. but now i can get a open box 1080 with AIO for around 550 or less, when new ones still go for 600 or more (aircooled). im about "noise", so the 120 rad/fan should make a big difference vs running an air cooled version with 2 or 3 smaller fans.