There are several brand name enthusiast PC memory manufacturing companies in the market today that all use similar IC’s with comparable performance levels, warranties, and customer support.  So how do you stand out from the crowd in this environment? You innovate in the areas of heat management and the visual impact of your memory kit.  It is a well known fact that the enemy of maximum performance in the PC arena is heat, and it is also well known that liquid cooling moves heat away from components much better than air.  For those of you that want to go deep on water cooling, Kingston has the answer by integrating a water tube in the heat spreader of their top of the line HyperX memory and rebranding it HyperX H2O.