From reading their performance specs, they are aiming at mass market/vendors, ie replacing intel stock coolers, and not in any way competing with aftermarket coolers.
Looks like they are claiming at around 2000 rpms, it only uses about 2-3W of "fan" power and can be made cheaper, smaller, less dust, and yet beat intel stock cooler in performance, though that remains to be seen.
Maybe useful to intel or not, but clearly useless to anyone with an aftermarket air cooler or any enthusiast.
They admit they dont perform up to high end air, which for example with just single 2500 rpm fan using 4W, prolimatech mega has 0.1 C/W performance, and with faster fan the C/W would be even better. And their contraption uses up to 20-30W for less performance of 0.2 C/W and 10,000 rpms speed, ie probably more noise with much more energy for much worse performance. But they clearly state they are only aiming at mass market, small form factor, though remains to be seen whether they can even compete with that.