Let's look at the AMAZING AND COOL claim...

From the site you linked to:
THE HOOK

The Lifter works without moving parts, flies silently, uses only electrical energy and is able to lift its own weight plus an additional payload. The Lifter uses the Biefeld-Brown effect discovered by Thomas Townsend Brown in 1928. The basic design of the Lifter has been fully described in the Townsend Brown US Patent N°2949550 filed on Aug 16, 1960 and titled "Elektrokinetic Apparatus", you will find in this patent the full description of the main principle used in the Lifter devices.

THE HOOK is factually correct, INCOMPLETE, but factually correct-- but they need you to believe that this is something TRULY EARTH-SHATTERING!!! What better way to do this than to throw some official looking papers at you that make some EARTH-SHATTERING CLAIMS!!

However this phenomenon can not be explained within the framework of the conventional physics.

WOW!!! If some guy says so in a paper then it MUST be true!!!

Hypothesis(1) : Charged particle under strong electric field generates a new gravitational field A Φ around itself.

Hypothesis(2) : Additional equivalent mass due to the electric field is canceled by negative mass generated by the new gravitational field.


Again WOW!! With all the effort going into unifying gravity with the other fundamental forces by the best minds in physics, THIS GUY SUCCEEDED!!! He must be a genius!!! Its GOTTA be true since he used allsorts of 'Sciencey' sounding words! AND hes been published in the renowned "Infinite Energy Magazine"!!

So now we have "Anti Gravity"!! Ahhh the dream of mankind- The stars are ours for the taking...

JUST ONE PROBLEM:

The phenomenon IS explainable with conventional physics, not particularly amazing, nor is it really useful for transport, and is in no way 'anti-gravity'...

The best simple answer to how thes 'lifters' work in plain English I found here: http://www.wired.com/wired/archive/11.08/pwr_antigravity_pr.html

(Worth reading the whole article...)

What makes lifters fly?

The simplest answer comes from antigravity debunkers. When I call university physicists to ask how these things work, they bark with laughter at the idea that it's antigravity.
The propulsive force, they say, has a simpler explanation: ion wind.

When the current enters the wires ringing the top of the lifter, electrons race off to ionize the surrounding air. The ions are attracted to the foil skirt and race down, smacking into neutral molecules and generating a downward-moving breeze. At one point, I take my lifter to Rainer Weiss, a hyperactive, gray-haired gravity expert at MIT. He's working on the groundbreaking LIGO project to detect gravitational waves - when he's not dealing with journalists who plunk tinfoil UFOs down on his desk. He shakes his head and sighs.

"There is nothing mysterious about this at all," he says. He scribbles furiously across two sheets of paper, calculating the current flowing through the device, the number of ions it would create, and their total potential kinetic thrust. It's about 7 millinewtons, he concludes, and scoops up my lifter. "Do you know how much this weighs? Let's take a guess - it's a couple of grams." That's probably just light enough to get it airborne. As far as he's concerned, my lifter is nothing more than a hovercraft. Case closed.

The 'Lifters' dont work particularly well at lower atmospheric densities and they dont work at all in a vacuum. At best they are a neat, but extremely dangerous, little toy. There is no anti-gravitational field generated, no effects that cannot be explained with well known physics... in fact the same principles are at work in you 'Ionic Breeze' air filter you bought from Sharper Image...

SO NOW WE COME TO THE BIG QUESTION

Why do people continue to hype this?! I dont really know, but I have my suspicions. I think the main proponents KNOW that they are misleading/lying to people- but they continue to do so for money and a tiny bit of fame. People buy the lies because of a desire to believe coupled with ignorance. The same sort of wishful thinking and ignorance that leads some to scoff at global warming claims, and others to read their horoscopes every day. It is a serious flaw in humanity and is hurting the human race in countless other ways...