I'm guessing that not plain form of fins might cause a bit more turbulence enhancing heat dissipation (most air coolers have different from straight rectangle shaped fins aswell, though possibly partially because of looks aswell), but i doubt it resulting in something noticeably better cooling wise then normal rads. Almost certainly not enough better to justify double the price (pure speculation, by guessing that non standart rad making technology might be more expensive and knowing Feser's love to overcharge for overhyped products).