I guess you could call this a Revolution in Heatsink technology? They can call it an impeller, but it's a squirrel cage fan, pure and simple! Just running in reverse.
It's more than a squirrel cage fan. It's a spinning heat-sink rather than the common heat-sink / fan combo. The key is the "air-bearing" being able to transfer heat from the heat-sink base to the rotating section of the heat-sink efficiently.
I always thought of air as an insulator. That's why one uses heatsink compound instead of just pressing the HSF and Chip together... Here's the question and answer session from Extreme Tech... I do wonder if this is a solution in search of a problem however, since liquid cooling can perform as well, while being cheaper to boot.