I get it, the new era begins, we've already had heatpipe boom, then it was the gigantic heastink boom and then HDT made a honest attempt and didn't succeed and then the dual-fan coolers arrived on the already big heatsinks + lots of heatpipes and here's the next big thing, take the big heatsinks with lots of heatpipes and preferably dual fans (cheaper versions will have single) that we already have and place it horisontally for more air pressure focused onto CPU itself.
This is nothing new. Big heatsinks with heatpipes facing downwards are old hat. And they didn't perform as well as the tower heatsinks, in fact that came out before the tower ones and got spanked. The end result was that while they cooled the motherboard components better, they didn't cool the CPU as well.