There is good news for those considering an upgrade from their existing rigs with a Noctua cooler and that are based on an Intel 300-series chipset to one with certain newer 400-series options instead: they may be able to switch the former from one to another. Some of this brand's products are even compatible with Comet Lake-S processors out of the box.
https://www.notebookcheck.net/Most-of-Noctua-s-LGA115x-compatible-coolers-can-also-work-with-Comet-Lake-S.462288.0.html
It might be surprising to you but it's exactly what we expect from Noctua. And yes, if you have for example a cooler intended for Threadripper or Epyc, it won't work.
I don't want to deny them publicity as they provide first class service. And they have a first class product. However, it's not really newsworthy to me. Not doing so would be newsworthy. It's kind of like with higher-end DT Swiss hubs. It's a pretty safe bet that if there is a new freewheel standard, DT Swiss is going to have first dibs on it (so it's going to be available right from the start) and offer a conversion kit if at all possible.