Where does the heat go? That is always the limiting factor. When you have a heat sink, it increases area to air contact, the heat goes to the air. This can be increased by forced airflow over the surfaces. Here all you have for surface area is the component, which is a reduced surface from a heat spreader or a heat sink. You can increase the heat dissipation by running more air over it just like a heat sink.
Your not fully understanding the article, they are eliminating the solder, heat spreader and thermal paste and creating a direct contact heat transferring coating.
On top of that most heat is generated downward and this allows a full coating around the object rather than just on top.
This makes the thermal transfer much better.
Adding more air flow does not mean it will get better and better cooling, airflow has its limits, your contact transfer point is what is being improved here.
For example, if I had a component that was only 1 inch, and it generated 5000 watts of heat, I don't care what you do. You will never be able to cool that component with a current day air cooler setup.. even if you made a heat sink the size of a house, the object would still be overheating.
However if you somehow made a system that could pull heat off the object into the heatsink faster....