I used to think they were simple
They are if you might have a 57 Chevy and talk about how much HP, RPMs, Water pumps, and etc. They know the installation size, but they can mess with depth, tube size, # of tubes, # of fins/inch, thickness, one or two pass, Alum or ?', Tanks, add trans cooling, add engine oil cooling, add transfer case cooling, Brazing, etc.etc. Some radiators at KOH have been known to reach the $5-10k mark. (And some only survive a day of pre-running.) You need to understand how to install it without it vibrating or ripping apart because you know cages don't/shouldn't flex. And, of course, fans and relief flappers that open when speeds are faster than a fan can suck....