"Passive cooling on the order of what this article talks about would seem to be too good to be true. If it is true these guys should be filthy rich soon."
Don't forget to sell your Air Conditioning stock.
Its interesting that they have made the film, yet have not demonstrated it in a practical application. That makes me skeptical as they are relying on performance claims when they shouldn't have to. Why could they not take the film and cover a small structure (like a shed), and simply tell us the resulting cooling effect? And maybe compare against a simple reflective coating