That's a very interesting idea, but I don't especially like the implementation.
It looks like a main goal is to disperse heat directly from the waterblock, which seems like a good idea, but I'm not so sure of how well it would work. In the design, only the piping acts as a heatsink. A round pipe will make a poor heatsink because it has the minimum possible surface area/volume ratio, whereas a heatsink should have a high SA/V ratio. It would be better if the water came out of the block into long flat rectangular copper tubes (high SA/V ratio).
Since this waterblock attempts to disperse heat from itself (ie it takes care of some of the heat instead of sending it all to the radiator or bong), it would be significantly better if the water flow was in a spiral pattern. This way, the coldest water would flow directly over the CPU and then be cooled on its way through the rest of the waterblock.
I'm going to send the manufacturer a link to this site. I hope we get a response.
Edit: Message sent. Let's see what happens.