A significant number of watercooled blocks are made for only 2 or 3 kinds of cards:
Reference PCB's
Asus / EVGA
it usually comes down to who makes the first popular non-reference card. So, in 2019, it could change.
as for 2080ti waterblocks, Currently there's :
EK Vector RGB
Alphacool eisblock RGB
watercool.de's Heatkiller IV RGB
Phanteks Glacier RGB
Bitspower Lotan RGB
EVGA Hydro Copper
MSI's Sea Hawk EK X RGB
Gigabyte Aorus RGB (no details yet)
Corsair Hydro X (no details yet)
Thermaltake Pacific-V RGB
XSPC's Razor Neo RGB
Barrow RGB
Bykski N-RTX2080TI-X RGB
probably a few of these are rebrands of each other... I haven't actually looked properly. (The other challenge is getting a matching back-plate... which not all of them have, or need, or include.)
95% of the RGB, comes from an 8-10 LED strip along the base of the plexiglass near the PCIE slot, compatible with the typical addressable motherboard RGB plug (ASUS/MSI sync), etc.
The XSPC is unusual, in that it has tempered glass, which makes it... IMO, strategically obtuse, i.e. tempered glass would be quite heavy and hard to remove to clean or descale over time.
Reference, i.e. every manufacturer uses the exact spec for the reference, down to heights of components so they can share heatsink designs across multiple heatsink and their "overclocking" SKU's, i.e. Blower, dual fan, triple fan, RGB Dual, RGB triple, etc.
Down the line, they might change the reference spec, but not until they've sold a few units (sic), or they have a habit of making custom PCB's.
Which is why Inno3D, Zotac, Palit, PNY, GALAX, Gainward, Colorful and KFA (in no particular order) and the basic ASUS/EVGA/MSI/Gigabyte boards often are reference compatible and WB compatible, they have identical or similar parts because that's the spec.
ASUS and EVGA are usually the defacto "Premium boards", for less obvious reasons. i.e. they're the first to create custom PCB's and custom heatsinks.
Occasionally, and more recently, AIB's are making their own coolers, like EVGA and MSI for their Mid-Range and Premium cards, But it's also OEM's like Barrow and Bykski and EB that are making the waterblocks for larger OEMs.