PS3 Intercooler Revealed: Why?

Nyko revealed their new cooling system for the Sony PlayStation 3 console this week, and all I can say is: does anyone really need this?
The $25 Intercooler for PlayStation 3 features a whopping FIVE additional fans, and wraps around the back, bottom and side of your PS3, making the mammoth console just that much larger, and ruining the console’s virtually silent operation.