Passing through the exhibit hall which hosed Asian companies, we saw Axtrom's GTS 250 card with a non-reference cooler.
The sizable heatsink with three heatpipes and a quite large fan is there for a good reason. Axtrom's card is one of the fastest GTS 250 cards around, clocked at 760MHz for the core, and a memory clock of 2240MHz. It also features an HDMI out, along with DVI and VGA connectors.
Right next to the card we could see an identical card with a different sticker. You've guessed it, the Geforce 9800 GTX+.
Along with Nvidia cards, we saw a wide array of Radeons. Almost all use the triple heatpipe cooler and look very similar.