Is the rotor described in this Kickstarter new?
The rotors on that drone are of the centrifugal fan type. They are not new in design (don't know about aircraft use though) and can be found in all kinds of everyday appliances: hairdryers, vacuum cleaners, car A/C blowers, etc. They move air at a 90° angle, sucking it in from the top and expelling it from the side.

Apparently they are more silent in this application than a normal propeller (or so the kickstarter claims) but it is easy to spot some downsides. Weight for one thing, as it seems they need a lot more material for construction than a normal prop.