Its a mimic of Nvidia's reference cooler, and no, I wouldn't recommend it. It'd be fine if you don't plan on overclocking whatsoever and simply like the look of it, but otherwise, there's better alternatives for the price.
I ordered the MSI Twin Frozr 970. I actually really didn't want to stick something red in my case(its all black and blue and looks nice), but I'd prefer to have MSI's than EVGA's 970 for the more quiet running. Worth an extra £10 for me.
Should be here on Monday. What would be a good asking price for a MSI GTX 670 Power Edition OC?

Its one of the better 670 models available. I'm thinking £150?
EDIT: Aw shit, problem with my payment. :/ Aarrgh. Want to get one before prices start to go up.