MSI use a modified variation of this heatsink and other then a few cosmetic differences, it is the same heatsink found on the Gainward GeForce 4 PowerPack GS Ultra/750XP and half a dozen other cards.
MSI have put a thin piece transparent plastic over the fins on the heatsink to duct the air. The plastic forces the air to flow though the fins and onto the BGA memory which improves cooling efficiency.
This type of cooling solution does generate quite a bit of noise compared to other GPU coolers. While it doesn't bother me, it does produce a higher pitch which may annoy some people. Upon removing the heatsink to check on the core, we were glad to see that MSI used a good amount of thermal paste between the GPU and heatsink - you would be surprised how many manufacturers skip this crucial step with their products!
FULL STORY @ PCSTATS (http://www.pcstats.com/articleview.cfm?articleID=1113)