Really depends on the design. It's interesting as Nvidia's releases are not 'reference' design.... Although I'm sure AIB partners have been given a reference design.well , if it is cheaper , then it is a perfect choice for watercooling. no need to spend on expensive cards with extra large air cooling.
I even encourage Gigabyte to sell cards without any cooler at all . for Watercooling , it would be at least $100 less.