@burebista:
You are referring to the OCZ but I think - with all due respect - the OCZ Vendetta 2 is new to the market and should be compared to the next generation of coolers with base plate. They'll also be improved!
In this review on QX9700 the Vendetta 2 doesn't perform much better than the rather "old" Ninja Plus! On QX9650 it is only 5 degrees celsius "cooler" than Ninja at full load.
http://ht4u.net/reviews/2008/ocz_vendetta_2/index7.php
Comparing the top of the line models from Thermalright, Scythe & Co. to other direct touch coolers like the Xigmatek 1283 and the new 1284 the direct touch doesn't perform any better - you may find some reviews telling otherwise but results are varying. The direct touch doesn't seem to deliver enough advantage compared with "classic" coolers with base plate to dump the old design (at the moment!).
Especially the 1284 which should be an improvement compared to 1283 is disappointing referring to the latest review from computerbase.de. The argument to begin development on direct touch heatpipe coolers would be that they really improve temps or deliver other advantages.
Perhaps if one of the big players in the cooling market would even improve the concept of heatpipes directly touching the CPU's heatspreader it could deliver better results. Now that the OCZ is released probably direct touch could become some kind of "temporary fashion" but it has to prove itself against Mugen 2 & Co. or whatever will be its successor.
Computerbase's final conclusion was: "OCZ V2 is on par with other high performance coolers". This seems to be the basic problem - the direct touch is (only?!) on par but not significantly better.
Bye Oli