It is clear from the pictures that NVIDIA has decided not to change the design of its cards, which should look like Ampere again. After all, if the RTX 4090 is to have a TBP 450 W as well as the RTX 3090 Ti, then the same cooling will suffice and there is no need to rethink something new and redo what works. In the case of the TBP 600 W, however, such coolers might not be enough, but such cards may not be available on the market until later, if at all (within the Ada generation).
And how do we even know that these are new coolers and not older versions? This is mainly a completely different processing of the area to which they will transfer their memory and GPU temperatures, and we can also calculate a different number of ribs in the main body of the heatsink, which also looks thicker overall. For comparison, we can show what the heatsink of the RTX 3090 Ti card looks like: