I wish OEMs would put coolers like this on their select products, even mid-range cards that need to be super-quiet. I'd be happy to pay extra not to have to deal with ordering an aftermarket cooler, then wasting an hour or more on installation and voiding the warranty in the process.
That said, I prefer Arctic Cooling GPU coolers over anything else, they even have a closed-loop liquid cooler now. Prolimatech MK-13 was a disappointment, and I'd have to see a lot of raving reviews for this before I consider using them again.