HIS has just unveiled the new Radeon HD 4850 IceQ 4512MB graphics card. This is effectively a stock card, but with a new cooling technology:
"HIS IceQ 4 is the 4th generation of IceQ cooling technology, which is endorsed by the media worldwide. Thanks to the newly designed double-slot fans and heatsink, IceQ 4 effectively dissipate the heat from the GPU, thus enabling it for high levels of performance. The newly designed heat-pipes layout shows its strength in effectively transfer heat from the core are and reducing the GPU temperature. Larger heatsink surface areas are implemented to maximize heat dissipation. HIS IceQ 4 cool down the GPU temperature dramatically when compare with the reference cooler, allow you to maximize your overclocking potential. Cooling capacity is increased by up to 20% in gaming mode.
What's more? The ultra silent and durable fan delivers ultra-quiet and stable gaming environment for enthusiast gamer. Also the HIS IceQ 4 Fan is sensitive to ultra violet light with special UV effect. "
As long as they can keep the pricing close to the reference models, I think it should do well. I've never been fond of GPU sinks that dump heat back into the case--these exhaust models are a better design.