More likely that the samples have numbers/specific design on them to identify them more easily and he doesn't want to show a picture of the card with said identifying cooler on it.
They guy may have got his hands on what was supposed to be a demo sample of the board and pcb, without a cooler at all.... and thus he nabbed it and ran some benchmarks with a cooler he had available. As someone who has been to AMD events, they are frequently shown off sans cooler so people can see the PCB and core.
That makes a lot more sense.
A bit cheeky to retrofit a cooler on a PCB tech sample.
