better airflow . i've always been a little skeptical on this one, but hey, now that they're almost as cheap as regular IDE cables, why not? O/C websites ran a bunch of benchmarks a few years ago indicating that simple stuff like cold air in from a bottom fan, and rounded cables and wrapping and attaching your cables to the frame, so as to leave an unfettered pathway for the air towards the top-mounted warm air-exit fan, gave a considerable enough improvement in cooling that nowadays everybody pretty much does it. although i build my own boxes, if i didn't, i'd certainly be sure to hire someone who follows good airflow practices to build a box for me. grrr, i'm rambling!!! but, if they're charging a significant amount of cash, keep in mind that it probably only matters if you're overclocking, htpc-ing in a tight space, or planning on running an insanely hot graphhics card without an exhaust port.