Aerated showerhead

The news that CSIRO has found a way to use a third less water when you shower by filling the water droplets with a tiny bubble of air is making rounds in the blogosphere.

The concept of aerated showerhead is NOT new. Many commerically available showerheads today can deliver pulsating massage shower AND soft aerated shower. From the news, I don't know what is the difference of the new design from the conventional design, except may be the price.