The idea is "cool" (no pun intended); however I see so many issues with this. Firstly, I think that the cooling option is about useless.
During summer and hot days you just dress less. A proper summer motorbike jacket will have enough airflow to keep you cool and protected. The real sweaty experience there is in the helmet!!!
The "warming" option is very interesting though, but the system's design is just plain useless!
My first concern about it is rain! That unit does not look water-proof at all and I bet that after a little rain it would stop working.
Also, any experienced motorcycle riders knows that the best way to protect yourself from the cold is to eliminate any air flow "inside" your clothes. That is why winter motorcycle clothes are usually very long, so that they can be "assembled" together, eliminating the circulating of cold air inside the clothes.
Well, and what about that HUGE pipe lifting the side of the jacket?
If I wear that under my winter jacket I will have so much freezing air getting inside it that the effect of the system will be totally useless!
Mind that I am not talking about a mild cold (10/15° C) but a real winter cold with temperatures close to and sub 0° C.
This looks interesting however, it just has a bad design. There are already better options to keep warm during winter, such as electrically heated gloves and jacket.
Just my opinion