You call up BFG, EVGA, Zotac, or Palit, and ask them to give you a spare NVIDIA reference cooler for GeForce GTX 260, agreeing to pay for it. They won't oblige. The consumer electronics supply-chain is design in a way that a broken product can be only replaced for free under its warranty, or be replaced by buying a new one. Spares are not sold, or paid repairs done. I know it's not supposed to be this way, but you'll be surprised to know the extant to which this practice has propagated.