Earlier this week, ASUS introduced a compact GTX 670 graphics card. To cool the card better, ASUS has substituted the cooler with one of its own design. This 'CoolTech' fan displaces the air more to the bottom, while doing so at a lower fan speed. The fan consists of a smaller ring which sucks the air inwards, after which is is propelled outwards by the large blades. This keeps colder air trapped in the heatsink for a longer period of time, thus cooling the aluminium fins better.
The video below demonstrates the difference between the traditional fan and the CoolTech version.