"ASUS has had many similar designs come and go. The last revision that came to mind was the Artic Square which was actually more round than square. The names don't really coincide with the shapes of these coolers, but then people don't buy them for their names. We buy them for their performance. While this isn't the first cylindrical CPU cooler released by ASUS, it has made a bigger difference in the battle against heat and does its job very well."