The second card of this type we've seen on the market recently, the new trend of stock water cooled cards is starting to pick up some speed. The BFG 7800 GT OC is now available, and comes with a waterblock ready to go, so that your card is super cooled straight out of the box. Although this may take a lot of the fun out of the whole overclocking deal, it's a perfect way to target enthusiasts. The benchmarks alone show that for not too much extra money you can get a superb product, and I expect water cooling for both GPUs and CPUs will become a standard option more and more frequently.
What's most interesting is despite the obvious attraction to this card from overclockers, experienced or not, is that BFG offers a lifetime warranty on the item. That shows a lot of faith in the product.