From the source:
Next up, the PCB is shorter than the card itself, and NVIDIA's unique new reference-cooler makes the card about 50% longer than its PCB. NVIDIA listened to feedback about shorter PCBs pushing power connectors towards the middle of the cards; and innovated a unique design, in which the card's sole 6-pin PCIe power connector is located where you want it (towards the end), and internal high-current wires are soldered to the PCB. Neato? Think again. What if you want to change the cooler, or maybe use a water-block? Prepare to deal with six insulated wires sticking out of somewhere in the PCB, and running into that PCIe power receptacle.