LOL!
That aint no new cooler, it's a super old cooler modified for the new socket.
This design is from the 1366 socket, while an even bigger better one is from the old 775 socket.
And here's the old socket 775 one next to the stock 4790k cooler:
Now the 775 one next to the 1366:
It's clear Intel has been seriously downsizing coolers for generations, to the point now where they don't even include coolers anymore. The 775 one aint just a chunk of metal either, it's got a phase change vapor chamber in the middle.
When I got my 4790k I found the stock cooler severely overwhelmed at stock speed. I got instant thermal throttle under any kind of load situation. People kept insisting I was doing it wrong, that I was overvolting overclocking etc, and that 100+c wasn't "really" throttling. LOAD OF CRAP.
Problem was I needed a cooler that didn't much exceed the socket size. I knew the old Intel coolers were vastly superior, but decided to try a newfangled heat-pipe cooler in the form of a scythe shuriken. Unfortunately it suffers from some design flaws and was barely any more effective than the stock cooler (poor heat-pipe contact, and low heatsink surface area).
Compared to my old stock Intel coolers even the shuriken seemed insignificant...so I looked at the socket specs and realized that the mounting systems were all the same, with only a slightly different square mounting pattern. That meant all one had to do to fit any stock Intel cooler was to tap out the mounting hole by a few mm in one direction or the other.
And that's exactly what I did. I removed the clips, drilled out the hole a tiny bit and then used some bolts and rubber washers to mount the old cooler. MASSIVE upgrade. Went from throttling at 100+c to full speed max stress loads under 80c. Best part is the RPM range on the fan (Delta made) goes from like 500 to "OVER 9,000!" so it's runs silent at idle but has headroom for higher clocks.
Did I mention I was trying to do this for an ITX system in an SG05? Well anyway, that's the reason I couldn't exceed the socket size for the cooler. Unfortunately the old 775 cooler was just a hair bigger than the new socket, but I was able to modify it to fit by bending some fins over. Used some rubber bands after that to hold the fins snug so they wouldn't rattle. I was even lucky enough to have a potato to take pics with at the time...so here they are:
Case slightly modded to allow air to flow in front and straight out back. PSU inverted to pull cool air from vents in the top.
Will it beat a Hyper 212+? Highly doubt it. Will it beat any other lower profile stock sized cooler? As far as I know, yes. And in performance mode with fan control it can be very quiet at idle...competitive with the sound from the SG05 fans (zero fan on GTX970).
Best part is, these coolers are still available for purchase at a reasonably low price. Half that of the suggested $40-50 of the "new" smaller Intel cooler.
http://www.amazon.com/Intel-intel-d99136-001-DP807A50-DTC-AAS10/dp/B007QFRN52