I don't know, but, Steve Peterson sounds too familiar.
One of the IBM guys....hmmmm
Personally, IMO, when I purchase a boxed CPU Cooler Combo, I expect it to keep the CPU from overheating at all times. Since OC'ing it voids the warranty, that doesn't count.
And I think this is what the company aims at too.
What I would like is a different story, Noiseless , Efficient, Attractive, easy to install & Service. And last but not least, make the package look like it's worth the amount of money spent on it. Not just a Ice Cream Box.... Give it a little bit of DIY stuff inside, make it fun to assemble and dis assemble..., leave the TIM off, let the consumer do it or choose a better TIM if he wanted to.