It's not a novelty, but they aim to bring traditional costs down.

One of the founders is Bob Wyman, who was one of the most interesting characters at Google. He could talk for hours about prospective search (he had founded PubSub), his time at DEC working on All-in-1 or his advocacy to get rid of No. 6 fuel oil in NYC buildings.

Hmm not sure why that wikipedia article calls it geothermal, you need 0 geothermal activity to take advantage of the temperature difference in the earth.