I'd heard about people liquid cooling their PC for overclocking but I never expected to see a commerical product for it. Here's some info in English.

Interestingly, at least here in Japan, it's not being pushed as something to super cool your processor. It's being pushed as something that is much more quiet than a normal cooling fan.

From what I could tell it is a lot more quiet than an average cooling fan. Still, my first thought when I saw it was some mixture of future sci−fi and the movie Brazil crossed with a dose of "what happens when it leaks?"