This just seems like fearmongering to me. The difference between heat and electromagnetic radiation are also poorly distinguished. The word "radiation" seems to be associated with awful things. But the term fails to distinguish between the various types of radiation, which can include more than just light. But the two main categories of light radiation are ionizing and non-ionizing radiation.
Ionizing can be generalized as harmful, especially with extended exposure. Non-ionizing is mostly harmless (as far as we know). In terms of EM radiation, which is light, it only gets harmful when you start getting to high energy photons (where it becomes ionizing). So things start getting bad when you approach UV-rays, and only get worse as you get to x-rays and gamma-rays... you know, the kind of radiation that computers don't really give off in the first place. Although, people might argue that radio waves, or other communication bands do pose a threat to our health. But I think at the moment, that's fairly inconclusive. I don't think there's any strong evidence for that view, at least not yet. I also doubt laptops are microwaving our assets.
Really, it doesn't seem this product is geared towards EM radiation as much as just plain ol' heat. These are two completely different issues-- EMR and heat are different concepts. Athough, EMR can cause heat or burns for sure. But I'm pretty sure your laptop doesn't get hot or give you burns because it's supposedly blasting out high-energy rays.