GE claims similar performance to fans with half the power, only 4mm thick, and very quiet.
I know they supposedly did a demo on a laptop, but I'll believe it works when I see it with my own eyes. This new technology is just a new fancy way to move air through the heatsink. You still need heat exchange area such as heatsink fins to cool effectively, otherwise you're just blowing air on a bare CPU die which is very very inefficient. With only 4mm to work with, there is very little heat dissipation area, so I really can't see it being twice as good as traditional fans.