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I know! I'm glad it's not just me.
I just don't get it. Unless you're going to be sticking your rig up above you on a shelf or something, most people are probably going to be looking at the backplate and the side of their cards most of the time. Yet it often seems like an afterthought with all the effort going into making the cooler look great, the bit facing the ground.
It's like designing shoes and putting all the design into the soles.