You make it seem like there's only ONE model.
There's always custom variants from AIBs, typical MSI, ASUS, Sapphire etc etc.
For those who want water cooling out of the box, they can pick this new design from AMD. Choice. It's good.
ps. If NV release a 300W monster single GPU with massive performance over a 980 and slap a water cooler on it (so it'll run cool, quiet, dumping heat OUT your case), it'll be an automatic winner for the enthusiast market. Don't deny it. I mean who the heck buys premium GPUs that could end up selling for >$700 and can't afford a proper case to fit 120mm rads?! Really, crapping on water cooling... must be the new trend.
Crapping on? That's how you see it?
I'm simply saying not everyone wants to. Or, like me, I never intended to go water cooling so I apparently made compromises, just getting a case that had what I wanted and seemed to be reviewed well.
I was in the market when premium GPUs were always blower style, so the heat didn't even go into the case. That's why I'm having trouble figuring out which cards to go with now, because now all the top end cards put heat in the case, and the blowers are generally not that good except on Nvidia cards.
Don't get me wrong, I expect many do want AIO coolers, and yes, when Nvidia brings them, people are going to be very happy. I won't be, not if it's a requirement.
For Nvidia, I doubt it will ever be, because I don't expect that high of wattage from them anymore.
From AMD, I question how AMD might make them as reference, yet another company could actually slap on a standard cooler. If AMD goes AIO for reference, there's a damn good reason, else they wouldn't go that step. That requires far more computer space. Standard AIO water-cool GPUs are likely to always be dual-slot, so not only do you have a dual-slot cooler, now you have a fan slot taken up too.
Again, not everyone plans ahead assuming water cooling. I have enough space for fans, and... if I changed my CPU cooler, I could go to an AIO for CPU cooling and then have a fan spot open for a 120mm AIO, but I'd have to find a second, far less ideal spot for a second card's cooler.
I guess my next system build I'll have to get a larger tower than the 400R - I had never expected AIO cooling solutions to become standard for enthusiast parts, it was always a custom market solution for efficient cooling or extreme overclocking (almost always both, a focus on the former).
I skipped on the H100 at the time of my build for the NH-D14 because it seemed the Noctua approach netted approx. the same results with, well, less complexity. I'm not putting water in my case unless it's necessary, I guess that's just how I view a CPU. To each his own. Water is freaking awesome and a damned neat approach, and I've considered it from time to time, but just don't care to do it personally.
I'm not suggesting the approach be banned, so come on, let's be mature about this. I only argue it's not for me on the base of the matter, and it's definitely not for every computer case. However, there hasn't been a time before when most computer cases could not house a flagship SLI/CF setup.
Are you relatively new to PC building, is that it? Because watercooling was always the fringe, and many enthusiast builders never worried about building a system to accommodate any kind of watercooling solution. To force even AIO solutions onto everyone is not trending in the correct direction for enthusiast PC systems IMHO. As an easy option or an AIB's custom approach? Awesome! Perhaps for my next build, I might just go for that! But many don't want it, or can't house it.