I think Asetek is just banking on their flagship product's reputation with this thing. Its just another heatpipe cooler like every Taiwanese company now stamps out in China before China invades them.
And its not just any heatpipe cooler, its a particularly ugly one. The only neat thing about this contraption is that you can twist it to face the optimal airflow position in your case. And yup, heatpipes are a phase change technology, just like a real Vapochill...yawn.