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Either way this design has nothing to do with performance nore is of any use in reality being it hasn't even been proved to work yet. Just a bunch of marketing BS so far. Also that design in the IHS above would not work for obvious reasons. It would still need a Air cooler on top to make up for the lack of water coverage. Seems to me these jokers don't have any idea what they are doing and trying to make it look like they do for marketing fluff. Looks are not always as they seem though.
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Oh ye of little faith... With CPUs becoming more powerful and, well, hotter, there is serious money to be made in the area of effective cooling solutions. Perhaps this idea is a bit rough and ready (got to secure the patent fast, after all) but it may well work. I've seen crazier ideas work, and work well.
Bigger and more is not always better --some small diameter/slow pump setups shift some serious heat just by the fact that they are very well designed. Look at the engine cooling in modern compact cars --you won't believe how efficient they can be.