Liquid cooling looks sharp, but I see no reason for me to attempt it for my CPU. I'm still working with an i5-3570K until my next build, overclocked to a decent 4.4Ghz and it rarely cracks 70°C with my Hyper Master 212 ($30). My 1080 Ti, however, could use liquid cooling. I still manage to keep it under 70°C gaming, so even that isn't critical for me.
Even at $200, this seems overpriced to me. Decent fans can be had for $10 each, then they're slapped on a radiator. A plastic-y little pump can't cost much, and then tubing- plus the CPU mount. I see about $40 mfr cost to make the whole kit. They could probably sell this for $99 and still make a good profit after packaging and distribution.
I know liquid cooling systems are 99.9% safe if done correctly, but I still have hesitations about having liquid in my expensive setup. Maybe my next build in a few years...