A few things that I really like about it.
1. The cooler is functional, not just nice to look at. And it is nice to look at.
2. And it looks like it would be easy to keep clean.
Both of these things are at the top of my list when it comes to video cards now, right below best bang for the bucks.
Absolutely love the design of MSI proprietary coolers. I would love to see them put out an "ultimate" 3GB 580, but I'm not going to complain. They use high-quality heatpipes and that's all I can really ask for.