You're just mad because you're so easy to pick on. Stop being an easy target, and suddenly people won't bother you anymore.
When you start having views that don't incite mockery, suddenly you won't be everyone's favorite punching bag around here. You'll get there, in time, but so long as you are not figuring things out independently, and instead rely on people to correct you, to try to get you to see the light... you're going to have a hard time. Do us both a favor -- if you are in fact interested in hardware, as you seem to be, then go learn about it first hand. If you're not interested, quit wasting your and everyone else's time here and bug off.
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There's actually a lot of truth in what frozen said, though. You don't improve upon things arbitrarily, especially in business, but even elsewhere in the world. People that weren't trying to bust your balls picked up on that too.
So why did AMD invest money into a new cooler? Well, the answer is that they did it to improve their competitive standing with Intel. Intel can get away with simplistic, cheap coolers. AMD, however, has to fight with everything they've got. Thermal management is a huge part of the overall computer picture -- your power consumption, temperature, performance, acoustics, cost -- are dictated by it.
So let's do some fun calculus. The effect thermal performance on demand is logarithmic -- there is a point where having a better cooler will net you next to nothing in terms of creating a product that is more demanded. Performance is either linear with demand, or somewhat exponential (higher performance can create new markets). Cost follows a bell curve -- you get exponentially higher demand to a point, even with increasing costs (because those higher prices are buying you something desirable), but after a certain point, eventually too high of a cost kills your demand.
Something must have shifted, such that it is now suddenly worth it to develop a new cooler. AMD seems to think that the cost of developing a new cooler (higher fixed costs), in addition to the likely higher costs of manufacturing a new cooler (higher dynamic costs), are offset by the potential impact on demand -- they would sell more than enough units to make up for the higher costs, and be in a better position than if they had not done so.
We're still using the same type of cooler, and haven't had a paradigm shift in heat sink design like the Sandia cooler.
With performance, we have an unknown -- it is entirely possible to have a processor that runs hotter, and is more held back by heat than previous designs.
Here's what isn't unknown, though: cost. Costs have come down for raw materials a fair bit in the past few years. Copper is relatively cheap right now, as well as aluminum -- and I'd imagine plastic is as well, given the low cost of oil right now.
Given this, I'd argue that it has less to do with performance, next to nothing to do with advances in thermal management, and everything to do with how inexpensive it must be to make a better performing heatsink right now.