They could have shifted the pipes to the left and gotten on half of each.
They could have shifted the pipes to the left and made them slightly thinner and had them all full on which would shut people up.
The first of those would have actually reduced the coolers performance, the pipe that's not on the core is much less important than the main two.
They could have added a cold plate to spread the heat, just like MSI have - http://cdn.overclock.net/0/0b/0b19c93e_msi970-6b.jpeg
ASUS and Gigabyte both got three/four heatpipes directly over the core,
http://cdn.overclock.net/1/17/17a2eaa8_asus970-10b.jpeg
http://cdn.overclock.net/d/d9/d909ca52_Image_04S.jpeg
ASUS have got two minor pipes and one major pipe over the core, compared to EVGA getting two major pipes over the core I don't really see it making a world of difference TBH, but I fully agree that adding an IHS like MSI did would be a good idea.
As for the MSI design, It's obviously better as it has four pipes
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