CoolChip Technologies Is Redesigning the Humble Computer Fan

How is this different from the hundreds of aftermarket fans already available? This article implies that no one has ever thought to redesign computer fans before, yet if you take a glance at NewEgg, there are 1841 listings under the "CPU Fans & Heatsinks" category: http://www.newegg.com/CPU-Fans-Heatsinks/SubCategory/ID-574

It claims "the company’s fans are half the size and achieve 35-40 percent greater thermal performance than traditional PC fans." What is the definition of "traditional PC fan?" Stock fans?