ATi makes a “Cool� move

[Das Capitolin]

ATi has just made a very cool decision regarding their AIB partners. They have chosen to stop adding their stock coolers to some of their regular shipments to AIB’s. They will still provide them if AIB’s choose to use them, but default shipments will not contain coolers. This could very well be a win-win scenario for everyone. ATi will possibly be able to sell the cards at a lower price to AIB’s, and maybe even make a little profit. This will in turn encourage ATi’s partners to get more creative with their cooling systems with this added freedom. And that will give consumers more choices, better cooling and added headroom for overclocking. It is unknown whether this will influence prices in a negative way.

Source: http://www.ngohq.com/home.php?page=Articles&go=read&arc_id=100

[werty316]

This is a good idea as a alternative/better cooler could be used instead of that loud X1000 series cooler. nVidia should follow suit too so better cooler can be used. I mean the reference cooler on the 7900GT is very loud and I don't think you can control the fan using software.

[Kougar]

If ATI gives them a price break for not including the cooler, then we'll definitely see it reflected consumer-side in the prices. It was a overdue, but smart move by ATI to trim some costs...

I have to say, I think nVidia needs this just as much, if not more so than ATI though... Or do they already have something like this set up? I didn't think so, considering only eVGA and another company or two use non-reference coolers...

[tomato]

Cheaper ATI video cards = cheaper NVidia video cards to compete = the consumer wins :D :D

Bring on the price cuts! :)

[werty316]

I don't think its much for a price cut but not including the reference cooler allow 3rd party companies to use there own cooler if desired and just add the cost of it so it really wouldn't be a price cut.

[Xero (1)ne]

yah, nvidia should follow this example, i think all stock video coolers are crap
your getting into gpu's that have a higher clock than p-III so in turn you would think there would be a bigger heatsink, me personally idc if it takes up an extra slot it will be worth it, in fact, i would like a card with a heatsink as big(if not bigger) as the card itself on there, that would be crazy:twisted:

ps-recently i put a ati heatsink on an nvidia card, it takes up another slot because it was a mobo heatsink for onboard video, the nvidia card (mx 100/200 32mb) now OC's to 250/456 just to be safe i put it at 200/350:grin: bigger is better8)

[Kougar]

I don't think its much for a price cut but not including the reference cooler allow 3rd party companies to use there own cooler if desired and just add the cost of it so it really wouldn't be a price cut.

First, every little bit helps. But mainly, for the companies that are forced to buy these cards with the reference coolers that install their own coolers anyway, it would help them even especially. HIS and Sapphire come to mind... :)

[GIBSON]

Very good idea indeed. I have to agree with Kougar here, this should mean a price cut for cards made by companies who substitute the stock coolers with their own. One thing though, wouldn't more chips get damaged during shipping now?

[werty316]

So you guys think that a company won't charge you $ for developing and manufacturing their own cooler?

[Kougar]

So you guys think that a company won't charge you $ for developing and manufacturing their own cooler?

You seem to be missing the point... the point is some already do develop and manufacture their own coolers. ;) For those few companies, this will have a positive effect on the bottom cost of production, since they previously had to buy the worthless reference coolers anyway and then find some way to get rid of them to recoup some of the loss.

Gibson, I don't think it should have any effect on damaged cards... if something impacted the cooler itself hard enough or just right it could still damage either the core or the card itself. While they might have to resdesign how they ship them, another positive effect is without the coolers they'll be able to ship more previously two-slot cards within the same spacial constraints. ;) At least that's how I see it.

[GIBSON]

another positive effect is without the coolers they'll be able to ship more previously two-slot cards within the same spacial constraints. ;) At least that's how I see it.
I hadn't thought that far, this should influence prices even a bit more. There seem to be a lot more positive things to this decision than one would think of at first moment eh.

[werty316]

Its a win win situation as stock/reference coolers are horrible although the 7800GTX 512MB/7900GTX cooler isn't so bad.