Naming the card the Titan X, again, is going to cause some confusion. Unless there's some other way to differentiate between the previous version people who are out there shopping for one need to pay close attention. I think if you're going to drop over $1k on a GPU you should be doing your research, but you never know. Also, 12GB? If they're aiming this at professionals and not gamers then AMD has the upper hand with their new Radeon Pro. As to the cooler comment, nVidia has only sold their Titan's with the reference design. Unless you want to get a water block you're pretty much out of luck for an aftermarket cooler design.