I searched a bit to see what it looked like and it looks like it's called "Aorus".
The design is definitely a big compromise and looks to be aimed at making a quiet cooling solution. It almost looks like even minor GPU sag could cause twisting of the fan frame leading to blade interference and cooling failure.
I suspect many owners of these will be sending their cards back or looking up tutorials on how to disable and remove the middle fan. For a high end GPU it's utter nonsense to have these sort of issues.