I have a few years in the cooling equipment industry,45, cooling towers and ACC. I have thought about this change in concept. In a way, it seems similar to the difference of a counterflow tower vs. a crossflow tower. My feeling is that specifiers must be more aware of the difference in recirculation. CFD analysis would be a good way to compare if there is an appreciable difference.
The next concern might be concerns for wind ward freezing in the winter in the fin tubes.
The last concern is the gear reducer and motor are sitting in the hot air stream as opposed to sitting in the cold air stream. Cooling gear reducer oil needs to be addressed. Most motor insulation is rated at 40 degree C ambient. So, a higher level of insulation for the motors needs to be addressed. Removing the mechanical equipment also seems to be more of a challenge.