Computer water-cooling recomendations?

I am building a new computer and I would like to try water-cooling for the first time. I have looked into it a little bit, but there are many, many kits out there, all making the same claims as to be the best and the reviews of them seem to have varying results for the same product or use different methods for testing the coolers.

I would like to get two kits. The first one would cool the CPU, then lead to and cool the chip-set. The second kit would be used to cool the video-card (and eventually, video-cards).

What features and specs do I need to look for in a water-cooling system? Is there a name brand that is considered the best? What has been your experience in using water-cooling? Is there a brand that you would recommend? For the eventual cooling of two video-cards, I would like to have the hose split so that both cards receive water of the same temperature, rather than having the water cool one card then that heated water being used to cool the other card. Is such a system possible, or am I foolish in thinking that it would make a significant difference?

Thanks