Saving up to 75% of energy by not heating the water is a minor benefit for home users or small coffee shops. But for companies making ready-to-drink coffee products at industrial scale, it could be very significant indeed.

So this is a method to make crap in a bottle or can.

Gotcha.

I'll stick with the trusty French Press

Edit: ...Though I gotta admit it's pretty dang cool that they figured out a new way to brew coffee using cold water and reduce the energy use of large scale production.