it works fine on its side, they've got some video of that somewhere.
As to cost, would you really care? a good watercooling setup is over 200$, the average brick cooler is 50-100$. if its anywhere in the price range of the average brick cooler and cools as well as they claim, they could literally take that market by storm. ( I think they are licensing it and selling it isntead of making it themselves though so you might see that type of cooler from a few makers ).
When it comes to OCing now you have two limits, thermal and power. IMO Thermal is what gets hit first more often, especially as chips get smaller and have to dissipate temps out of less surface space so better cooling is much more important.