I’ve dug into a handful of those so‑called “cooling breakthroughs” and the truth is mixed. A few data centers have swapped out traditional CRAC units for liquid‑cooling loops or evaporative chillers, and in controlled environments those systems can shave about 10–20 % off their cooling power draw. That’s a measurable bump. But the big headline numbers—like “50 % energy savings” or “zero‑emission cooling”—usually come from pilot projects or ideal lab tests, not from full‑scale, day‑to‑day operations. The marketing teams also cherry‑pick the hottest weather periods or the most efficient hardware they own. Bottom line: some of the tech delivers real savings, but the advertised figures are often inflated or not representative of average performance. If you want to know the real impact, look for independent audits or long‑term performance data, not just press releases.