Well, top end heatpipe HSFs are already overlapping the performance of low end water cooling kits, so where does that leave the Heatlane? If it can be cheap but cool as well as higher end water cooling, then there's a market. If not...
Perhaps the testing was done comparing one Heatlane to one heatpipe. Most top end heatsinks have multiple heatpipes. Not sure how well multiple Heatlanes would work, either for cooling or just the logistics of placement and manufacturing. They supposedly are easy to bend, but only on the "flat" side.
In the end, who's to say ahead of time why one product succeeds in the market and another one fails.