That's just a waterblock for the GPU. Titan X isn't included with it, NVIDIA doesn't allow vendors to put their own coolers when selling Titan cards.
As for Zotac 980 Ti AMP! Extreme defeating Titan X, that's correct. 980 Ti was designed in a way that even the reference card was beating 980 Ti in gamings, Titan X was never designed for gaming in the first place neither was any other Titan for that matter. 980 Ti has been slaying Titan X in terms of gaming since it was introduced, no surprise there.