There has not been too many custom coolers for top-end NVIDIA graphics cards as of late. Starting with the GeForce GTX 690, NVIDIA allegedly demands AIB partners stick to the reference designs for certain models. Obviously, this is a problem as it limits the innovation realized by partners when they are forced to compete on fewer metrics (although the reference designs were pretty good regardless). This is especially true because the affected models are the upper high-end where pricing is more flexible if the product is worth it.
This is apparently not the case for the top end GTX 780 Ti. ASUS has just announced the GeForce GTX 780 Ti DirectCU II graphics card. ASUS claims this will lead to 30% cooler operating with 3x less noise. A 6% bump to performance (as measured in Battlefield 4) will accompany that cooler and quieter operation as the full GK110 GPU will boost to 1020MHz.
ASUS makes custom GPUs for both AMD and NVIDIA. Be sure to check out our review of another high-end DirectCU II card, with 100% less NVIDIA, very soon. It will definitely be a great read and maybe even an excellent podcast topic.