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The heatsink is mounted in an odd, sub-optimal way.

Chimney effect means you mount the heatsink horizontally so that hot air flows up, drawing cooler air through the heatsink.

I have no idea how to use words to describe what I'm trying to say, so here's a really bad diagram.

(http://imgur.com/QQ2UByr)

EDIT: Not criticising, just curious!!

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Since they have a fan, they don't have to care about hot air rising. It's often enough to get the hot pockets out of the fins and average out the temperature within the case. The case itself can transfer heat to the outside via its larger surface.

Finally, there needs to be some profit made, so this is slapped together as cheaply as possible. Bleh.

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