I don't see it being a scam just yet.  I know with my A2 miners -- the colder the room, the less wattage they use.

Also, their temporary website is showing an 85Mh/s unit (sounds like typical A2 type internals) -- using 500 watts.  If it is cooled down, then that sounds quite plausible.

I think this is quite real.  They're using already available technology and just cooling the chips down for the increased power efficiency (along with custom software).  This seems to be the way to go instead of trying to create new chips.