There's a fan and copper tubing in there, looked alright to me.
In the sense it's run longitudinally. That is, air flows over a longer surface. As it does this, it heats up, and by the time it exits, the temperature differential is too low to move the necessary amount of heat. So this arrangement messes up the efficiency. That heat, if recycled internally (due to poor exhaust fans in the case), heats up the internal air in the CPU chamber (room temp in the case, which is what actually matters), and makes the situation even worse.
If you look at other air coolers, the air passes over the shorter distance on the fins, and it's not by accident.
In this case, it's assisted by a small fan located in the cooler, but to make up the short coming, it must run at higher rpm, creating more noise. The max TDP of W35xx models is 130W, but it should have some overhead built in, as it's strapped to server grade parts. So 200W (130 * 1.5 safety margin & round up) isn't an inordinate value for a design target.
But from my experience, it doesn't appear to be able to handle that much.
Hopefully it's just me, but the complaints about the '09's running hot seems to support this, as a cooler capable of 200W (or more), wouldn't have this problem, even with some warm air cycling (air flow from case fans less than optimal).
Hope this makes sense.
