if they want a cpu cooler revolution, they will have to take the heat outside of the case. any way you look at it, no heatsink will perform if the air is not moving around it and some heatsinks (especially copper ones) require lot of airflow both through and around to remove the heat. I think Zalman's heatsinl/case design is the future of aircooling since everyone tries to keep it silent these days. if someone would develop flexible heatpipes, maybe with carbon fiber it would be the next step for an ultimate cooling solution for modders, enthusiasts and home users as well.