Water, Water everywhere and not a drop to drink. Well I don't think you would remotely want to drink the water we use in our computers to help keep them cool. Water cooling has picked up pace among computer users, it has picked so much that there are more companies that dedicate their entire product line to water cooling. Granted, water cooling has a bit higher start up cost, then its direct competitor air cooling products. Unlike Air cooled heat sinks, water blocks still remain quite small, and can fit into most of today's newer chassis. They also give users more flexibility with other computer components, for instance air coolers are getting so large we can not use taller memory because the air cooler will prohibit their use. Another area that water cooling can do, is out perform its air cooled competitors, water cooled users can use lower CFM fans therefore reducing the amount of noise coming from our computers. Water cooling also allows creative decorating within the chassis due to the lack of gigantic air coolers, we can utilize UV reactive fluid/hoses pulsating fluid through out our computers. Then we get that, ohh and aww you will get, well not to forget the actual look of complete and total horror when we tell our friends and family on how we are cooling our 1500+ USD computers, that in itself is "Priceless".