I don't know the author of that web page, so I neither like nor dislike him, but your "huckster" comment does sound reasonable when you look at what he's written
Anyway, my efficiency comment was based on the numbers he has actually published - his "world-beating" claim of 6000 watts at 32.5 MPH. He has seven 7-foot rotors, for a swept area of 25.028 square meters. Please check my arithmetic, but I calculated a Cp of 0.0625 based on those numbers, which seems pretty low.
A conventional single-rotor machine of that area would only be 18.5' diameter, and would probably have a higher Cp, giving more power for the same wind speed. And an 18.5-foot conventional machine is actually "smaller" than what he has, when you consider his forty-foot (my estimate) boom that must have clearance to rotate 360 degrees.
Actually, because of the multi-rotor's low efficiency, you could probably build a single-rotor of less area that would make the same power.
Here's a possibility - perhaps the the multi-rotor concept is innovative and has a few advantages on paper that are gradually becoming less and less in practice. But the well-meaning inventor, because it's his baby, will continue to hype it out of pride. But claiming "world record performance from a 7-foot turbine" is nothing but a careful twisting of words and meanings. As most of us with any experience know, and the inventor probably knows as well, it makes sense to rate and compare these machines based on swept area.
One other possibility is that the hype is not aimed at the general public, but rather at obtaining government grants (wasting my money and yours) to continue flogging the dead horse.
By the way, did you notice from the pictures that the blades on this multi-rotor appear identical to those on Southwest Windpower's Whisper 100? The Whisper 100 has, coincidentally, a seven-foot rotor Does the multi-rotor machine make as much power as seven Whisper 100s? No - it does not. Putting these blades into a multi-rotor configuration has substantially reduced the overall efficiency.
I think Cp of the Whisper (rated 900 watts at 28 MPH) is about 50% higher than the multi-rotor, apparently using the same or similar blades.