The thing that makes this quite different from the usual Mushkin design is the circular holes along the top, which should aid in airflow, assuming you have some form of airflow going across the ram area. BTX design will most likely make more of an effect here. The holes appear to align with the actual ram chips themselves, so that air can reach down the sides of the chips.
I don’t usually look forward to seeing how new memory heatsinks perform, but this one has potential. It does look great, and makes sense by the design to have better airflow. Now it’s a matter of reviewers to get their hands on them to find out for sure. Check out the preview over at Viper Lair.