I'm guessing this works like an AIO liquid cooler, except that the radiator is also attached to the base. The fact that it needs a pump (and what a power-hungry one!) tells me the copper pipes are merely conduits rather than proper heat pipes. The difference is that a heat pipe works via phase-change (i.e. boiling the working fluid at one spot, and re-condensing it elsewhere).
If they used this fluid in a water cooling setup, it should indeed be more effective. However, using it in place of regular heat pipes seems quite dubious, as the thermal conductivity of heat pipes is even higher than solid copper!