Cooler Master's MasterLiquid PL240 Flux is a good performer outshone by the more affordable competition, like the Lian Li Galahad 240 offering better performance and a more attractive price. Meanwhile, the older Corsair H100i PRO RGB offers similar features, performs roughly the same, and is also more affordable. In these situations, exciting features or extra visual design elements can lessen the MSRP sting, if present, but the addressable Gen 2 RGB implementation of the PL240 Flux isn't quite enough. Sure, it allows users to customize each individual LED, but when you compare that to the MSI AIO, which has a built-in LCD display, it is not nearly as exciting. On the other hand, Fractal Design's Prisma series has a hub on the radiator to keep the ARGB and fan wiring mess to a minimum, which is a nice quality-of-life feature. These features can help justify a higher price tag and are easier to market. So while being able to use the MasterPlus+ software to control individual LEDs is nice, the use of standard ARGB plugs means most users will likely bypass the software and control hub altogether. Instead, they will probably use traditional motherboard software to handle ARGB lighting and PWM fan curves.

I can say I have no real complaints about build quality, and Cooler Master's 5-year warranty adds further peace of mind. Meanwhile, the unit's compact size means there are no problems regarding memory or GPU clearance; although traditionally a mainstay of AIO coolers, it isn't always guaranteed. While not the absolute best I have seen, even the ARGB lighting is pretty good, with the cap on the pump being rotatable, so it is always in the correct orientation. This attention to minor details is something I look for and am happy to report. More importantly, if you decide ARGB lighting isn't for you, the cooler is still visually appealing without the lighting, making it a worthwhile option regardless of whether you are for or against all the LED bling.

Overall, the Cooler Master MasterLiquid PL240 Flux is a solid all-in-one liquid cooler with user-friendly software you can bypass if you wish, has a great warranty, and is visually appealing. Only the price ends up being a bit of a head-scratcher.