No self contradictory marketing fluff then?
"increase the power density of the gear and the cooling efficiency of the chillers"
Will that be at the same time as making right left and up down?
Power density is not efficiency, in fact it is usually the opposite. Unless you are on Wall Street the space cost is irrelevant, the only people that high power density is good for is the equipment vendor.
High power density (with air cooling) places severe constraints on the cooling system and in most cases fundamentally compromises the achievable operating efficiency and power cost. By all means go to air flow containment but you don't need to buy a whole container of vendor X to get that, there are plenty of decent rack kits that will deliver this in your existing facility and unlock a whole load of capacity.
Of course the green paint slapped on the side should warn most folk about the quality of the "information" provided...