Bear in mind this isn't the official response but I suspect its due to stock issues. We had a discussion about this some years ago and managed to get to 40 or 50 cards PCS would need to keep stock of, when you include AMD and intel + the various different cards on offer it gets quite daunting.
As far as the cooling goes, its functional and more than adequate if in a decent case with decent ventilation.
Basically my advice would be to buy your preferred (or your friends preferred) card and slot it in when it arrives, it really is a simple process that you can do in 15 minutes start to finish.