That is not cheap.First off, we all know that AMD has a defective cooler setup on the reference cards.Soon, they might be "stuck" with reference cards that cannot sell well because of much more efficient ( no throttling ) partners boards will come back to regular pricing.What we see here, is a way to "move " reference boards ( or some other stock managing plan )Then, how do you think this water cooler plate is worth at manufacturing level ?1- no moving parts , no fans2- we can't tell the material from the picures 100%, but if there is some expensive copper in that heatsink, it does not represent a large portion of it.3- acrylic/plastic/aluminum are all very easily machinable materials with current low cost for any large manufacturer.This water cooling block probably has a similar cost to the reference cooler.1 year warranty @ 550$?? non merci ...I will never buy any computer products with less than 3 years of warranty.Less is almost an insult or should carry a substantial discount.But, it would probably make a superb paperweight when it stops working after 1 year and a few months of use.So the price of the product is ok...nothing specialbut the warranty of only 1 year breaks the intentionmy 300w