Well you can't really guess what the performance of this cooler will be, it isn't water flowing through the tubes it is some kind of "liquid metal" we don't know what the heat conductivity of this liquid is nor do we know how fast it will flow.
You are really in no place to be judging the effectiveness of this cooler.
Hm, I thought that was rather the point being made, for the most part - kind of "This is interesting, looks promising, wonder how it'll perform? Discuss." However, the fact remains that even if the liquid metal is a 100% "perfect" heat transferral system (which it won't be) then it can only move as much heat as the radiator can dissipate. And looking at that heatsink, it'll fit a single 120mm fan (or one each side). Which means that it'll most likely perform in a similar way to watercooling with a single 120mm radiator. If it's as good as they claim, it'll probably outperform a TRUE120, while being a similar size/shape. If not, it'll match it.