Looks promising, but I'd be slightly concerned that it's absolutely massive - hard to tell from these pics, though. Hopefully we'll see some cards shipping with this cooler soon and we can get some objective testing done for cooling performance and noise levels.
The standard AMD CPU cooler is tiny, so even something considerably larger will probably sit comfortably inside CPU area without fouling RAM or VRM heatsinks.
And on that note, it actually looks pretty small for a CPU cooler. I'm not sure who AMD partnered with before for their HSF but I wonder if they ditched Cooler Master due to that recent lawsuit.
Well Zen is mostly going to be APU. It's quite big, but smaller than I expected. If that can sit over a 16 core APU then it's relatively small. Do like the blue AMD LED logo