It's like the shift from supercars and muscle cars to electric cars. I'll stick with fans and noise.

WackyWRZ
"Fanless" huh??? Interesting that it comes with 5 cup holders then!

Yes, interesting choice, huh?  It is fanless, though.  It doesn't come with fans and they have tested it many hours without fans and found that it performed better than the stock air coolers which came with the components they tested.  Third parties have also duplicated those results.  Linus tested a prototype for 3 days straight.  Watch his video, if you wish.
 
If you look through their pictures, you will see that those areas are where you mount your hard drive(s), solid state drive(s), or other accessories.
 
I think they purposely haven't included fans and haven't advertised the option to add fans, but I think it is clear that they do give you the option to add fans (if you wish).
 
Check out the information and videos posted on their Kickstarter for more details.

 
An older prototype which is supposed to be inferior to the current design:

https://www.youtube.com/watch?v=9PJOrfpiVwE

Hardly a new concept.
 
E.g: https://www.quietpc.com/tnn500af
 
Looks like a good implementation, though not sure it's worth $700.