Cooler Master Introduces the MasterLiquid Illusion AIOs: ML240, ML360, and ML240 White Edition | TechPowerUp
 
Cooler Master has added another liquid cooling AIO family to its stable of products. The new MasterLiquid Illusion AIOs are available in either 240 mm, 360 mm, and a special, all-white ML240 version. Cooler Master has gone out of its way to make sure the RGB looks good on this new family of products, employing as many as 12 ARGB LEDs in the transparent pump. The AIOs ship with the company's MasterFan MF120 Halo fans, which themselves have a dual-loop 24 ARGB LEDs for added RGB pizzaz. The ARGB options can be customized with the included Addressable Gen 2 RGB controller and Cooler Master's MasterPlus+ software.

The MasterLiquid ML240 Illusion and MasterLiquid ML240 Illusion White Edition will soon be available for purchase for a starting MSRP of €119,99. The MasterLiquid ML360 Illusion will be available for a starting MSRP of €139,99.
 
I think the prices are in-line with their competitors. The white version looks very good in my opinion.