Not quite, if they had offered to RMA it for $70 I could have done it being I didn't have a cooler, but they wanted $240. Then they just shipped the card back to me without even bothering to communicate their intention.
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Basically what happened in a nutshell.
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Basically I made an RMA with the promise I don't need the original cooler (verified 3 times via. phone, chat, online support request).
After I sent the card in they said I have to pay $310 because the fan is missing. When I said they had promised to replace it without the original cooler they then offered to replace it for $240.
I called to a manager and had to wait 3 hrs on hold. Manager promised to take care of the RMA, I showed him one of the support requests where they clearly state I don't need the cooler. He doesn't tell me anything more.
Then they just ignore everything and shipped me back my original card saying I need the cooler.
tldr:
Basically Asus just assured me it's fine to RMA the card without the cooler and then decided to back out of it.