They make these here in Minnesota...
I can't see this taking off any further than for the 'eXtreme' people. Cool idea to figure out a way to mass produce these in an aesthetically way. I messed around with water cooling years ago when I thought I was cool.
There's nothing new here that's going to circumvent Moore's Law, they just figured out a nice way of doing some neat cooling. As unfortunate as that may be.