Nope that's not it, they use reverse fans on the side so they look good and still draw the air in.
They do make reverse fans.
Reverse fans do indeed exist and Darkflash even make some but the ones in the photo don't match any of DarkFlash's reverse fans:
www.darkflash.com
It looks to me like they've just used their standard, non-reverse CX6 fans:
ARGB / 120mm / PWM
www.darkflash.com
I'm 100% confident my original statement is correct and they just built it using all regular fans to take a product shot, and didn't really care about the airflow being valid because after the photoshoot it was likely dismantled so the parts could be used in the next product shot.