Building a normal custom kit from any manuf like swift/DDen/Dtek takes no more work than anything else... Even if you waste money and get all the parts online from the same person, guess what??? You have all the parts and no more work than a "small kit". It requires no more planning than a small kit and not 5 min of extra work is involved...
Not only that the small cheap kits DO compete with the serious water cooling solutions. They all cost nearly the same, they directly compete with one another wether or not anyone cares to believe that...
Drop the myths and get with the facts guys.