That side I definitely agree with, it's just one of those phrases that grates on me for some reason.
The article mentioned pumps so I just spanned, as I assumed you were wrapping them up in this. Going off the chap I know and what he's said (and subject to the installation costs halving at minimum) they are a good solution for maybe ten months of the year.
As above though, that extra needed smack in the middle of winter means a house would need a backup plan, whether LPG, or log burner. They are an answer, but not the answer - particularly at those costs.
The infra red radiator developments
https://www.bbc.co.uk/news/business-64402524 seem very interesting, I think we've spoken about them before, as an alternative given relevant installation costs.