I don't get it. It looks like it's just a variable speed fan sandwiched between two halves of a radiator. The whole "solid state heat pump" verbiage seems to be marketing babble for a simple thermally driven PWM controller.
As for why such things are still brought to market, I guess the main explanation is that there are always going to be people afraid to put circulating fluid inside their computer cases.
Update to this topic. They're aiming for under $100, and rate it for up to 60w of power consumption. So it's priced the same as a higher end closed loop liquid cooler like the Corsair H105, and it draws drastically more power that a closed loop liquid cooler (pump draws about 15w). So again, why would anyone want this? I don't see how they are going to get around condensation forming on the cold side in higher humidity climates, and why would anyone in Europe want to tack on an additional 200-300w of expensive power usage a day?