Probably RGB build as the best air coolers don't have RGB like Noctua. Plus some of the AIO coolers even have OLED displays for gifs and animation.
Personally though, I am off of the AIO train. Too noisy compared to Noctua. I might go full white for my next build though.
PC Specs: CPU: 7800X3D || GPU: Strix 4090 || RAM: 32GB DDR5 6000 || Main SSD: WD 2TB SN850