you may be right, but they won a prize based upon what others did not see. sometimes one item is not all that is the product, but it is all the space the news is willing or knows how to explain the product. Ricoh didn't give them an award for theory.
There is probably a formula somewhere to figure watts, horse power, or BTU usage or something, to figure the probability of this working or not. Kinda like a 100 mpg carburetor or something. Most people that make this claim have never figured it would take 150% efficiency to move a SUV down the road at that mpg. Most engines are good to get 40%-60% efficiency. A moped might get it, but not a Tahoe.