I tried AS on two identical systems, one had AS the other had the Vantec goo that came with the Vantec Aeroflow. The one with the Vantec goo gave lower temperatures, but about 3c. Cleaned the goo off, put the AS on the one that had the Vantec stuff, and visa-versa. Same result. I think there's a huge bandwagon effect with stuff like this (Monster cables comes to mind as another example, and lots of Antec stuff), it doesn't really matter how they perform, its how people preceive how they perform that really matters.