Hopefully they don't price themselves out of the ballpark to prevent broad adoption. Even quality fans are relatively cheap. Granted, most laptops have extensive heat pipes and various means to extract it out of the device. Copper isn't cheap. Maybe this provides enough room to compete not against a fan, but fan plus extensive cooling pipes and so on.
In the video they explain how due to thickness and heat distribution a vapor-based heat pipe is recommended. The small, hot area of the CPU needs to be spread over the entire surface of this larger cooler.
The biggest benefit is in its claimed quiet operation. Laptop fans can get annoying, especially the way they speed up and slow down in response to what you're doing.
I explained it poorly. For example, my laptop has roughly 12"x2 + odds and ends of heat pipe. That's two feet+ of copper. I'm hoping they can get by with something like 1/3 of the amount of copper and it's enough to offset the price difference.
Aluminum is cheap and conducts heat better than copper.
Copper is around twice as thermally conductive as aluminum. It's more expensive but that's why it's used.
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