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This was already discussed and debunked: http://news.ycombinator.com/item?id=878046

Basically, the conventional fan is in the base. I am more impressed with the marketing spin than the product itself.

So true. I wish they would say no exposed blades but alas marketing is a powerful force inside a company. Also the ignorance of the typical consumer is a powerful dictator to how you market.
There is not a conventional fan in the base. There is an impeller. The ring converts this high speed, low volume air flow from the impeller into a low speed, high volume flow.

Some people act like a product has to uncover new laws of physics or be powered by enslaved fairies in order to be remarkable. For others it is enough that they don't have to look at ugly fan blades, and if the marketing people are to be believed some people don't like the buffeting of conventional fans.

But it still makes noise, so I don't need one. Call me back when the impeller noise is above 20kHz. (And you have a thick carbon fiber shield around it for when it comes apart at 250000 rpm. Actually, in a few years I probably won't notice 10kHz.)