simply put, good air cooler will keep CPU at the same or better temperature than any 240 and some 280 AiOs while making much less noise.
most AiOs are made by the same company - asetek https://www.asetek.com/desktop/do-it-yourself/
the only real difference between them is the fans. the rest is "who makes it more shinny" (hint, company of 4 letters makes the perfect Christmas tree toys).