I still don't see how this is an interesting technology, at least not in its current version. It just consumes way too much power. What use is a cooler that increases the power consumption of a computer by 20-25%? If sustained performance is desired, one can easily add a single small fan and have the same effect at a lower energy and also a lower financial cost. I also don't understand why they showcase it on a MacBook Air. That machine is not made for sustained performance — by design. It's a very strange way to construct a marketing argument for me.