Swiftech H240X better lah...for the lazy and no time to research. Performance maybe lose 4-5degrees niah. If you Ivy Bridge/Haswell, you need to delid to enjoy lower temps in first place.
Custom only shine if you use X99 and/or add a GPU into loop.
Go Lazada, search for Swiftech H240X, and enter those promo discounts can end up less than $200.
$2K too exp for that small difference.
Wanted to do custom loop but its not as easy as building PC because of variation in parts, unless you buy those complete custom kit set with matching parts. Can order from EKWB or Aquatuning or XSPC website.