Haha. Well, I'd suggest building your own if only to have a system that's not covered in neon green nonsense.
I've been reading more about the cooling and, honestly, it seems like these new kits are alright. Supposedly lasting a few years before needing refreshed and what not. I might actually look into one, assuming the fan on the radiator is quiet.
The GTX 970 is widely considered the best money to performance ratio by most benchmarking sights I've seen, for whatever that's worth.
That said, I let these guys talk me into buying a 970, only for them to immediately afterwards start singing praise about how amazing the 980ti is.