They explicitly mention large scale producers for mixed drinks as a massive target audience. E.g. iced coffee manufacturing will be heavily impacted, they would normally need to heat the liquid, extract the coffee and then cool it back down.

If I read it correctly, they did espresso and filter taste tests at room temperature (thought they don't state the exact temperature, and how they managed to brew filter coffee with the described setup). Overall the press release is somewhat misleading in what the goal is until the part you mention. If the focus is industrial production of cold, mixed coffee drinks I'd have expected more quantitative measurements instead of taste tests. Testing how well your coffee is extracted is pretty trivial with the right equipment.