Nothing new here. Several other cars have the same or similar systems in their cars. I've never been in one but I can certainly see the value. Of course my wife would just say that this is the reason why she hates leather seats (she tried to get GMC to put CLOTH seats in her '01 Denali).
Hopefully, since its the same company they will be as good as the ones in the MB's. Not a big deal, but down here a cooled seat is a nice thing, especially with my love of black leather. This option I would put in the top 3 or 4 for my next purchase.