I'm somehow very doubtful that this works effectively. If it is so effective, then why is it so rare? Probably it keeps the goods somewhat cool, but not particularly cool.
There are a number of limitations to them. The maximum cooling you'll get is 20F less than ambient, and that is entirely dependent upon humidity. So these only work in places that are extremely dry (yet also have plentiful water to run these coolers).
With the "pot in pot" method I wonder how they circulate air. You need a fairly constant supply of dry air for evap cooling to work. I'd imagine a porous exterior pot (think whiffle ball) filled with a spongelike material.
Any idea about the specific physics here? I'd love to see some equations to help explain this system (and the swamp coolers we use here in rural CA too).