Right. As a builder, the point is to be able to choose what you include and what you don't. I'm sort of a "semi-lazy" builder who is happy to have motherboard

Right. As a builder, the point is to be able to choose what you include and what you don't. I'm sort of a "semi-lazy" builder who is happy to have motherboard RGB, Wraith coolers, and Sapphire lit up on my video card, because I like the lights, but wouldn't put in the effort to get them if they weren't included. It seems to be getting harder to get motherboards without anything included, though I haven't specifically tried to shop for that. There still seems to be enough variety in cases, coolers, RAM and video cards to avoid RGB included in those components. Prior to Wraith coolers, there were always those builders who would get a crappy included cooler with their CPU and throw it in the trash to buy a proper quiet, efficient CPU cooler. Here I'm glad they are including a cooler that meets my needs, and I'm not having to shop around for a second purchase.