MINCER:
Walls are good conductors of heat - air is a poor conductor of heat (hence the cavity in the wall and double glazing and puffa jackets) - turning the radiator round won't work.
If the radiator losses less heat to the wall it will leave the radiator at a higher temperature as the flow rate will be the same. Therefore the boiler will need to raise the temperature less for it's next cycle.
I can't confirm the %ages but the principles are sound.
I'm so glad that the Goverment keep telling us that Science teaching in Schools is not being 'dumbed down' otherwise I'd be worried!
Did you miss the smilie on the end of the first comment? I didnt think anyone could be so foolish as to think that such a ludicrous suggestion as turning the radiator around could be a serious suggestion. But you've shown me to be wrong.
For info the cavities in walls were originated for damp protection against rain not insulation effect, they prevent damp penetrating to the inside of the wall. Double glazing and puffa jackets use sealed containers (double glazing doesnt use 'air' either but we'll leave that) which is a significant point because air flow has an important impact - try wearing a puffa jacket with a shell made of cheesecloth and see how cosy you are.
I'm interested in this business of walls being good conductors as well - I can put a blowtorch on one end of a brick for ages without the other end getting hot - try doing that with an air gap.

Yeah, sure air has a lower thermal conductivity than brick but that isnt the whole story - because it isnt conductivity that we are interested in. Specifically (get it?) we want to heat up the air.
The main way that a radiator heats a room is by heating the air around its surface causing convection currents, thats why rads have fins, to increase the surface area available to distribute heat.
In fact that looks like it is how this device is meant to operate - those grills look as if they are intended to improve the heating of the air flowing near the wall surface. My guess is that the metal is meant to partially reflect the radiated heat and partly catch it and create convection flow through its grill. If it is looking to reflect heat then why have the fins?
For 70% of the heat to go into the wall then you are expecting us to believe that the radiator is not evenly distributing heat.
Heat by radiation is going to be evenly distributed from the rad surface.
Heat by conduction will be into the air and through a couple of small mounts into the wall. That flow will depend on the thermal conductivity of those materials and their temperature - heat flow being driven by the temperature difference. Sorry I dont believe that that is putting 70% of the heat into the wall, certainly not once the wall starts to warm up. And even if it did, then if the wall was well insulated then that would be a good thing - high thermal mass being all the rage in eco design these days.
Sounds like you're the ideal customer - a little understanding and prepared to believe everything they claim.
Drink deep or taste not the Pierian spring.