If people want something that cools better than air, and quieter than air then their not going to get it from a junk pre made.
So yes. they are wannabes
Your living in a fantasy land, now WC is comming into a biger market there are plenty of quality its. not as well performing as an uber DIY job maybe. you should support it, as the more kits they sell the better the individual components will become.
With an apogee base, it should easily 'best' the likes of any air cooler, and still have a much lower delta..If that pump has enough pressure to crawl water through the rad, its going to work..and pretty well too.
Swiftech will definitely take the cake for pre-builts with this setup...probably exactly what they set out to accomplish.