Factotum: Well, i'm 95% shure that one of drawbacks will still be there (higher price). But if they manage to pull off with best performance, they can also charge a bit higher price. Problem with their previous rads was that they charged premium anyway without real top performance to justify it except backing with pushy advertising.
At the end imho swiftech seems to have made smarter business decision. I'm guessing that they get same profit from each unit sold from their cheap MCR rads as TFC will from admiral (taking into account higher manufacturing price of admiral), but swiftech wins in much larger sold volumes. 95% performance of top for half of it's price imho works better then 110% of previous top for 1.5x the price (of course, these numbers are guesstimated speculation of mine).