I have to agree with Planet and others, I really don't see how this works. I am quite familiar with heat pipes, they are driven by the energy differential found between two environments with different temperatures. That's elementary! Heat enters the system because there is a higher temperature outside. Then it flows along the pipe to where the temperature (and hence the pressure) is lower at the other end. That end is at a lower temperature because its radiating to air that is at a lower temperature yet. So there has to be a temperature difference between the air at the high temperature end of the heat pipe and the air at the low temperature end of the heat pipe. But how do you maintain that kind of temperature differential between locations just a few inches apart with no physical barrier separating them. Certainly not the 6 to 10 degree difference noted in the tests. If there was a temperature difference of that magnitude across maybe a 6" air gap, there would be some very strong convection currents developed in short order. The warm air under the laptop would rise quickly as its much less dense and more energetic and the cool air just a few inches away would be falling due to its increased density and lowered energy. At the same time, the laptops fans are sucking that hot air in and its getting replaced very quickly, most likely by the air right there where the heat pipes are dumping their heat.
Yeah, as Planet noted, there'd be some radiation from the bottom of the laptop but that heat, being radient, is mostly absorbed by the surface below the laptop. Perhaps that is what is driving the heat pipes, the radient heat from the bottom of the laptop. Normally, some of that absorbed heat would warm the adjacent air by contact and that air would then be sucked into the laptop by its fans. I have to agree that its more likely that just having a larger air space under the laptop is what is doing the lion's share of the work, with perhaps a small assist from a lowered surface temperature below the laptop. I notice the pad is dark so it would absorb more heat without reradiating it as readily thus driving more of it to the heat pipes. Maybe they've also applied a a low emissivity coating to enhance that.
Still, I'd like to see Planet's suggestion tested. Just how well does this stack up against a couple of books at one end or a perforated surface with plenty of space below it.
You also have to realize with a laptop on your lap, not only does it heat you, but you are producing heat as well. Generally you are radiating at around 95 degress. So if you had a barrier between your lap and your laptop that was reflective on the bottom and absorbtive on the top, with high emissivity coatings on the bottom and low emissivity coatings on the top and the barrier was made out of a material whose thermal conductivity varies with orientation (ie - it conducts well laterally but not thickness wise) and it was connected to a cold source or a heat pipe, I bet you could get some really good results, specially if there was at least a couple of inches of space between the laptop and the barrier.
Better yet, just put a pan with ice or ice water below your laptop, maybe with aluminum fins sticking up into the air flow. I bet that would really drop the temperatures. How about setting your laptop on top of the output vents of a room air conditioner, he he. You could probably get the temps down to 15, maybe 10 centigrade.
Some one do tests!!!!!