Well I'm sorry but I still doubt most of you are actually qualified enough to really know what you're talking about (as in the majority of people here are not thermodynamic engineers for Lockheed or similar). That was my secondary point though, the main thing is there's not enough information here to make qualified assertions on its effectiveness, if you somehow think it is then again that kind of backs up my "don't know what you're talking about" point. No credible engineer would be jumping to conclusions based on a short video.
Also I wasn't attempting to kill discussion, kalniel, only point out the ridiculousness of statements like "Surely the fact that it's so shallow will reduce cooling effectiveness?", which are clearly baseless.