ASUS Goes HSF?

It seems as though ASUS is starting to market Heatsinks under their own name.  I'm not sure if this is a good idea or not for the motherboard/graphics card giant, but they're doing it anyway.  FrostyTech takes a look at the ASUS Crux P4 XB7N in their latest review.  So take a look if you want to find out if their HSF's perform as good as their motherboards.

"Up until this point, Asus had not sold heatsinks under its brand name, and was known primarily as a videocard and motherboard manufacturer. The Crux P4 is the first Asus heatsink to be tested by FrostyTech, and thanks to its thermally controlled fan, is also one of the quietest ones for its class. Our digital sound meter measured its lower-end noise output at a meager 38.5 dBA, excellent compared to most Pentium 4 coolers. When temperatures rise, expect sound levels to follow suit through to 52.9 dBA."