The reason they're expensive is largely due to the setrab core. Just buying a 34 row 6-series setrab cooler will set you back around $350 depending where you buy it from. Add in the cost of a thermostatic plate, hoses, bracket, and fittings, you're easily passing $500.
Yes it may seem like a lot, but in reality it's an investment into motor longevity. 370s run hot in stock form. They should have been fitted with coolers as standard equipment.
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