It does sound a bit steep, but I don't know of any other quality cooler with RGB support for Aura/Fusion/Mystic etc. I'd also rather use this over any of the "quality" Noctuas.
That would be AUD 74.00 and that is very steep with little chance to sell!
The down-blowing fan? unfortunately that "cooling" will be hot air from the CPU - that's the reason why vertical coolers have been invented to prevent overheating of mobo components around the CPU