Asus' hybrid coolers so far:
-Same old Asetek coolers on all of them; nothing special about their performance
-A couple models have Noctua fans; while nice, it does add to the cost
-A couple models have a VRM fan, which adds another point of failure, as well as being a gimmick; if one is at the point where that fan is actually keeping the VRMs from throttling, then they've got bigger problems.
-ROG tax
Their 120mm are priced more than most 240mm are, and the 240mm are rivaling, or more expensive than the cost of 360mm models. WTH.
This is just to milk the ROG fanboys/fangirls even more... the 'price' for their loyalty.