Well that's when you go from a Zalman 9500 or 9700 model down in cost to something like the Artic Cooling Freezer64 Pro. The 9500 lists for $75 but who is going to shell much out when others are 1/2 the price? The Freezer64 Pro generally sees about $30-. Effective cooling is another thing besides preference to also take into consideration. The more and quieter the better!