Hmm. Inspires a thought.
The coffee I serve at the market is too hot.
A thermal pot will, on average, serve cooler coffee than my per-cup brews. And in shops, per-cup brews are generally in ceramic, so that sinks some heat away. My customers get really hot stuff.
I wonder if I could park something under the dripper that would take some heat away. Problem: when I have a queue it would need to be as effective for the first person as for the last. That suggests to me that a conventional heat exchanger would be needed. And that would be weird to implement.
As for this product, it's a cool idea. I'd rather see the idea implemented as an inherent design in thermal mugs, though. The fact that you're not actually removing heat from the product (unlike the market notion above) is excellent. Getting the temp down and keeping it from going further faster is also great to slow staling in the cup, since it's not as hot for as long, but remains not cool for at least as long.
Sweet.
Also way too expensive.