Ok, I'm pretty sure it is just a swamp cooler. I don't know whether to be awestruck that they adapted the idea to aquaria, or awestruck at how much they're charging for it. Either way, I guess I'm awestruck.
Seems to me a DIY wouldn't be too bad. An acrylic box to hold the whole thing, a recirculation pump to draw water to the top and let it trickle down the filter media, a fan to push air through the filter media .. and some various plumbing. The only real question I have is what filter media would one use?