You are right! The CM 140XL competes well on temperatures...
...but the noise levels are ridiculous.
H110 strikes an amazing balance of performance and noise levels compared to the H105 or the CM140XL.
I honestly think unless going with a high quality AIO CLC unit like the H110 or better, it might not be worth it. I think at that point I'd rather go with a great air cooler.
Who wants > 50dBA noise levels with an AIO CLC? That basically defeats the purpose of water which is supposed to offer amazing performance + low noise levels.
Holly cow, the Swiftech H220 completely destroys the Cooler Master 240.
While the CM 120XL is running at 56 dBA and barely beats a $40 Thermalright True Spirit 140 that's operating a whisper quiet 37 dBA. Dang. Ya, I think I would not go with these Cooler Master AIO CLCs now that I looked at the benches.
The 280mm H110 fits into a lot less cases than the 120mm based coolers though. The 140XL is better, as most people can fit a 140mm in the rear fan spot. The 120mm and 240mm coolers are a lot easier to fit.
The Swiftech units (and likely the new EK Predators) are a little different class than most of the CoolIt, Asetek and Coolermaster AOI coolers. They're essentially preassembled and filled low end water cooling kits, as opposed to a traditional AOI.