To hit 5.0GHz on air you are looking at the largest air coolers, if you don't want average loads staying around 70°, and those big towers cost close to $80. The Deepcool Captains are the same price. The nzxt x61 is $10 more. Corsair h100i v2 is $10 more.
It's a personal choice, not everyone wants air, having that jumbo tower sitting a few mm from the case window (if it even fits) some (like me) much prefer the cleaner looks of liquid. Not everyone HAS to shop on the cheapest budget possible, and having a pc that's aesthetically pleasing to the owner is of far more importance than having a cheap, ugly p.o.s. that performs the same.
I'd not spend $30k on a champagne (think grandma color light brown metallic) mustang GT, when for $31k I can get an identical one in red. Or white. Or black.