Um...yeah. Not that I expect anything but pablum on business (let alone basic science) from BusinessWeek, but comparing direct adiabatic air conditioning cooli

Um...yeah. Not that I expect anything but pablum on business (let alone basic science) from BusinessWeek, but comparing direct adiabatic air conditioning cooling (direct air temperature change) to evaporative cooling (more air movement) is apples vs. oranges. At "desk fan power levels", buffeting is a non-issue beyond a few fan-blade radii distances from the rotor. Child-Safe "flexible" blades running off of de-torquing motors on non-burn-out electronic transmission feedback circuits have been around for 20+ years. The key metric to examine is, across a variety of humidity gradients and temperatures, what the volumetric cooling efficiency is per watt of input power (i.e. delta-Temp/m^3/s/watt). Unless it's MUCH better than a typical fan (unlikely), this product is just the Dyson name attached to an Coanda airfoil fed by a conventional ducted fan--most definitely not even worth $150 USD--let alone $300+.