Apparently it draws air in from the bottom, then expels it out of the roof, drawing an equal pressure over both rads. Linus has a video up..
I like it. It's very dressed down too, from what could have been a real tart's handbag.
You will always pay extra for boutique. Trying to work it out logically (the price) doesn't make a lot of sense really. Sure, you can calculate that the case and cooling costs $X, but at the end of the day the price will never make any logical sense on PCs like this. You are paying for something different, you can't really put a price tag on that.