NaeKuh: imho because they need something really THE most effective to partially counter bad effect of lying initial PR campaign of "thermochill killers". It's as you said - they were good rads. But when it's advertised with widely known in public as not true claims, it serves as anti-advertisement effect further tarnishing their not exactly bright PR image (made such by also triebwerks as THE LC fans (i wonder if they'll try to release something better in this area aswell?)/copied fitting design/shills at forum and overall pushy marketing).