It's an interesting concept, and it looks like they got the new form factor not so much from new technology but from making the unit quite a bit wider and a bit deeper than regular 5,000 BTU window units.
I do like the fresh air feature - something I think all window A/C units should offer. But few seem to.
Two problems for me: 5,000 BTU not enough for the south facing master/bed bath at my place. And, all my windows are horizontal sliders. I've been able to adapt a 5,000 BTU window unit for it, but it was such a pain and I hated not having a fresh air option. Recently I got a 12.5k BTU portable DeLonghi unit, and it will at least be easier to install/remove.
If Norio comes out with a vertical unit I'd be more interested. But I think that may be years away.