If, and that is a big if, it really is 100W/M, then that is actually quite good.
My math might be off, but for example my house has about a 1400 square foot roof (Larger actually, but from a top view, its about 1400 sq ft). That translates roughly into about 130 square meters. That would mean that a roof of this material could radiate away about 13,000 watts. According to this site (http://www.simetric.co.uk/si_tz.htm), that works out to about 3.7 tons of refrigeration. My house only needs 2.5.
For that reason, and others of practicality, actual system inefficiencies, and so on, I will file this, for now, in the "Too Good To Be True" file.
They aren’t very specific on how it removes the heat from the building but I am assuming that the roof load is removed and that might decrease the load on the ceiling but what do you do with the infiltration load and the loads that come from the windows, doors, walls, human activity, appliances and especially the Latent load? Do these panels send the given amount of energy back into space when the sun’s rays are shining directly down upon the panel or when the sun is at all positions during the day?