thoughts from Hard:
As you can see from the diagram above, there is little if any "new" technology here. In fact, I have my suspicions that if the plating on the front did not cover the entire card (?a planar metallic cover plate having an external perimeter configuration that generally corresponds to the plan-form of the printed circuit board used in the graphics card assembly?), that a patent might not have ever been awarded. In my opinion there is little if anything new here to base the ACS³ marketing on, unless of course you are an unsuspecting consumer that does not know better. Do you want a cooler on your brand new $599 video card that is based on cooling technology from 2002? Actually, I am sure single large-finned heatsinks go back way further than that.
Of course, we have yet to actually see the new ACS³ system from eVGA, so we can hope that our thoughts and suspicions are not justified. But from the patent cited with ACS³, it looks as if they were planning on "covering up" the technology for years now, until of course you realize, the cover IS the technology. Wow. That had better be one hell of a cover for $120.