Uninstall the SW completely including the profiles.. once uninstall is done, shutdown the system and unplug the cooler's USB connector from the USB internal header of the MB, then move it to a different header. Install the SW again and see your cooler will get detected.
Make sure that you are using the latest version of the SW and latest FW for the cooler.
Are you using a Link Commander by any chance? I see that you have an AXi PSU as well.
Try removing all USB devices connected to the MB's USB header except for the cooler. While the system is running, unplug the cooler's USB connector and plug it back in, see if that will trigger the detection.
Sorry to hear that. I thought about sending you a new set of the Link cable, but since you've already tried using the USB mini type B cable to no avail, then I'd have lean towards the unit itself (cooler) and not the cable being faulty.
Submit a ticket here and let's get that unit replaced via RMA process.