Whenever Louis I'm the man Rossman goes from repairman to design engineer he is just embarrassing himself, covered by the suppport of a herd of fans that will cheer whatever he says against apple.
I think the ideas was to use the cavity from the convex shape of the clamshell chassis as an air current rectifier, and suck air from one side, through the fins, to the other side where the fan's inlet plane is located, then blow the air through the outlet port.
That is how it works
I'm pretty sure Apple did the simulation, and it works
I'm pretty sure they placed temp probes inside
However even if it's made so, it's a very crappy cooling nonetheless. No way it can even remotely perform as a heatpipe and proper heatsink behind the blower fan.
It is not a crappy design based on your (or my) impression. It will perform or not based on real data, steady state and transient temperature profiles.
Judging a cooling system by its looks its worse than judging a circuit by its looks,
you need measurements.