If Water Derives Lucidity From Stillness, Continued
Chipset water block
CPU water block
They use a special coolant that was designed to not give off that classic radiator smell. It can also be dyed to matched your color scheme. Our review system had UV reactive dye, so when the light from the two UV cold cathodes hit it, the coolant glowed a Homer Simpson nuclear power plant green.
The laser etching on the side of the case looked really cool. If you want, they can etch whatever your heart desires. Of course, as with all system builders, the more work you have them do, the more it will cost.