Notice that he is not actually trying to cool his chip, he's trying to cool his chipset.
Since copper conducts heat better than aluminum, that means that it loses it faster, also. Better conduction=better heat flow through the metal.
Oh, and if you want to see a real heatsink bible, go <A HREF="http://www.overclockers.com/articles373" target="_new">here.</A>
Soyo Dragon+ Motherboard
AMD Athlon XP 1600+ AGKGA-Y
H20 Bong Cooled
256MB DDR RAM