After looking at how the cooler was installed on the MOBO, it's puzzling to say the least for the best orientation for the heat-pipes or for the air flow.
If the heat-pipes were put in the proper location, then the air-flow would be ideal for exhaust, but fighting the intake. The Unit's best orientation would be to have the fan opening upward and the pipes to loop down and then up into the fins. Or in other words, turn the cooler to mount 90 degrees counter-clockwise.
Not sure if it would have any drastic improvements on the performance, but it would put the cooler within other types competitively.
Looks like an exciting cooler though.