Bloody stupid. While it's there, the USB volatge output is supposed to be a LOW power source -- it's intended to run varied computer accessories. A soda can chiller is not in any way connected to computer function. This would much more sensibly be plugged into a wall (or cigarette lighter). It's just asking for trouble by loading up the USB power load. How much is that new motherboard going to cost?
A powered USB hub doesn't even have to be plugged to your machine - Unless the fridge has thermal feedback (Bing! Your coke's ready!), you don't bother. I have a hub just for localized light sources and chargers already - This'd be fun, too. And that way you can use it independently of your computer - say, on a bedside table? If you don't sleep with your computer. ;^)
I think your 500watt power supply can take it.
Also, it's a tiny pelletier element, they are also used to cool some processors.
Also, this is a nice gimmick, the perfect Father's day present for the unimaginative.