h110 is terrible with benchmarking tools in this part of the world. doing it in air-conditioned room might help, but that's lying to show those results without stating the actual environment imo, because i think most people are expecting something that are done at room temperature.

however with that said, for real-world gaming, it does its job fine (well within my limit of 85c). furthermore, i just did push configuration. (using stock fans) it might be be slightly better if it's a push-pull.

later i will use h110 for gpu cooling. maybe that will make it more useful.

go custom la... fuck AIO as most noctua air coolers will just beat it anyways

mainly the $ la...

effort wise, it was much easier than i anticipated... the result is more than worthwhile.
and there's this... thing that feels damn good seeing/hearing liquid flowing around your pc (i was gazing at the damn reservoir/tubings during loop/leak test lol)

the thing that bug me is not the price,
but the maintenance.. 

time consuming leh..
when cleaning/ add change part.

you can use nzxt g10 or corsair's addons, http://www.corsair.com/en/cooling/gpu-cooling (however need to check compatibility with h110)

i use g10 because i have bought it and it's compatible with asetek heat sinks (like h110). it's like this one in the tutorial at youtube, https://www.youtube.com/watch?v=weV0FlahyDo