This newly leaked photo (shown up top) shows a set of heatsinks with the cooling shrouds and fans removed. As we have seen before, the unique design positions the two cooling fans on opposite sides—one would blow directly on top of the GPU, and the other would be situated on the backside at the other end of the card.
The finned designed is interesting, and a little perplexing. Obviously the finned heatsink helps facilitate the removal of heat from the GPU, RAM, and other components, with air channels in between. But what is less obvious is the airflow scheme at play. We have to think that NVIDIA engineered a functional design rather than one that simply looks different.
Adding to the intrigue is the push-pull configuration of the cooling fans. It has been suggested by a user on Reddit (where this image was posted) that since the fans push air into the card from different sides, hot air gets exhausted in the middle section where there the diagonal fins are positioned.
This essentially means your case would need excellent airflow itself, since the hot air would be expelled above and below the card. And if NVIDIA sticks to the same blueprint for its Founders Edition models, these will be overclocked cards to boot.