As others have said, I can't imagine what takes these guys so long to make custom coolers and then launch them when no one wants the card behind the cooler.
THe thing that really bugs me is, say the Sapphire vapour cooler, they spend ages coming up with it, loads of people have their cards with ***** cooling by then, why not make the cooler available, at cost + shipping, to existing users who want to increase cooling capacity/decrease noise or whatever other reason.
Surely by making them available they give their own users an option, aswell as giving say, HIS card buyers an option that might persuade them to go Sapphire next time.
SO here, rather than launch a card, why not launch the cooler for the thousands already with 260gtx's who might want a slim profile cooler.
I'd kill for one GPU maker to sell cards, then as quickly as possible offer a slim version, a silent version and a ridiculous 4 slot insane cooling capacity and silent version, all direct from them, at a low profit.