ASRock to Debut New AIO Liquid Cooler at CES 2026 Alongside Expanded PC Hardware Lineup

I see this article and think "oooh, maybe they won't be holed up in a suite on the 30th floor of the Bellagio this year". Then I click through to the press release and see that they are.
 
Can they compete with Thermalright? Those guys have basically monopolized the whole budget AIO market with their $40 240mm and $50 360mm AIO coolers... plus they have been the default for 120mm heatpipe air coolers for several years now. DeepCool was competing with them to an extent until the US sanctions against them began to hit their revenue. There's also several noname brands reselling effectively mass market AliExpress products but I consider that separate from the formerly mentioned companies as those actually put some minimum effort in making their own unique products and have better quality manufacturing plus if I really wanted the cheap junk, I'd just get it straight from the source (Ali,eBay).

I suppose based on the LCP fan bit maybe AsRock are trying to aim at a higher end market with their AIOs, but I see that as a fairly niche market segment even within the niche of PC water cooling in general. I think folks either go for the cheap and easy (AIO) or max performance and no AIO will ever beat a custom DIY water cooling setup. Even on the lower end I would argue that now that Thermalright sells 120mm coolers for $15 for single tower or about $27 for dual tower there isn't much point in AIOs in general anymore for most builds given how much more efficient modern low-end and midrange builds have become (you're not overclocking 2500k's anymore).
 
Peter_Brosdahl said:
guess they've got some kind of ongoing discount going but that's still insane even with an elevator.
Click to expand...
It's a cost thing - a bunch of brands grab suites along the strip to not have to pay for the CES booth/ballroom. Bellagio is annoying because they have to come down to escort you up as it's a guests and their visitors only thing.
 
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