A product w/o a target market. Contrary to what was said above, unlike CPUs, AIB GFX cards, at least on nVidia side, are not limited by GPU temps. The product will no doubt find buyers ... add an LED and sales will skyrocket.
EK has been selling "universal" block's since they the company was first established so "nothing new here" ... just another cheap imitation that doesn't deliver anything over air coolers. Do not see the logig in delivering hald the solution. No objection to water cooling, but if you are going to go that route.
a) Make sure the pump delivers 1 gpm or better.
b) Never mix copper blocks with aluminum rads.
c) Make sure that you can add corrosion inhibitors after they lose their effectiveness (useful life = 18 months)
d) Do not accept low efficiency aluminum radiators which require higher rpm / much noisier fans to offset their low heat transfer.