I think they've properly disclosed what the unit does and what it costs. Saying it's "not worth it" is so subjective here. Yes, as I've always said, youy'll only get another 15% farther on your clocks by going compressed gas over good quality water cooling, but let's say that extra 15% keeps you from having to make a $2,500.00 upgrade in order to run a given application? Not only would you pocket about $500.00 U.S. now, but then you'd have this unit for when you finally did upgrade and probably to something better and/or cheaper than what others would get by having to make the mommaboard jump as often.
So you can see, it is quite subjective to not just your needs, but sometimes even to your hearts desire which another 15% all around over water on an SLI is at least as valid as disco lights and neon colored water!