They do have a good point here. If you do the total power budget on a typical 1U (discrete chassis, not blade) server which is packed full of a wall of 40mm fans pushing air, the highest speed screaming 40mm 12VDC fans can be 20W electrical load
each. It's easy to "spend" at least 120W at maximum heat from the CPUs, in a dual socket system, just on the fans to pull air from the front/cold side of the server through to the rear heat exhaust.
Just going up to 60mm or 80mm standard size DC fans can be a huge efficiency increase in watt-hours spent per cubic meters of air moved per hour.
I am extremely skeptical of the "12x" but using larger fans is more efficient.
from the URL linked:
> Bigger fans = bigger efficiency gains
Oxide server sleds are designed to a custom form factor to accommodate larger fans than legacy servers typically use. These fans can move more air more efficiently, cooling the systems using 12x less energy than legacy servers, which each contain as many as 7 fans, which must work much harder to move air over system components.