Back in September, NVIDIA released the GeForce GTX 650 graphics card, which used the standard mid-range cooler and a 6-pin power connector to get enough energy. ASUS' two new video boards drop both of those things.
That NVIDIA's reference cooler would not be used on a pair of custom-designed ASUS video controllers isn't all that shocking.
After all, most every OEM out there switches from the standard design to a cooler of its own or some other expert's making, even if it doesn't happen from the very start.