The new heatsink provides a 58% increase in surface area and also allows for increased airflow to quickly remove heat. All this is being done without increasing the cost to consumers and at a time when innovation in the memory industry is lackluster to say the least...

Link: http://www.legitreviews.com/article.php?aid=225

I did not know Mushkin was ever a public company in the U.S.

the much better thermal pads should help agains the heattrapper syndrome