I wish they would show a cutaway view of the the actual heat exchanger element. Much of the cost is in the tube and fin design, which they make no reference to, nor show any pictures of. If it is just a series of tubes with a couple of bends, which air directed around it, then it would explain the relatively low cost and will probably reflect very poor cooling performance. Another odd aspect is having it ducted on both sides.
How wold they expect good airflow across the heat exchanger and what are they using to blow that air across?
From my preliminary review, it does not seem to be a very effective design.