^But, as with the NCIX video, that only cools the GPU it's self, not the VRMs or the rest of the PCB.
EDIT: The G10 does have a fan... but who knows if it actually cools the VRMs on a GTX970 as it's been designed using a reference R9 290.
oh and just a note but worth mentioning, 90% of manufacturers void your warranty the second you remove their pre-fitted cooling system