It is made by one of the best custom liquid cooling company out there, it has a triple/360mm radiator, it features Swiftech custom loop fluid inside, and can be expanded later. In a way, it is a custom loop pre-assembled. You get extremely similar performance to custom loops. It is also under you budget, so you money left if you change the tubing color (any 5/8 tubing), along with adding your own fluid (if you want a custom colored one). The radiator has a build in resevoir so filling it up and emptying it is very easy.