From a technical engineering perspective the -22F claim in the article is amazing. When I was a kid that number was +40F and we walked up hill both ways to sch

From a technical engineering perspective the -22F claim in the article is amazing. When I was a kid that number was +40F and we walked up hill both ways to school in the snow. As cool it is as an engineering story, its AWFUL as a marketing article. Heat pumps have the same problem as EVs, its been pounded into the general public for decades that some number isn't enough for some people and the number improves every year, every decade. So the "general public" shitpost on the internet around the turn of the century that an EV that only goes 100 miles is useless and once someone sells an EV that runs more than 100 miles the entire world will convert en masse. Non marketing people do NOT understand that it doesn't matter that people only need 0.1X or 0.5X or whatever if you market a continuously improving number they'll ALWAYS demand they are not buying until that number improves to 1.25X or 1.5X. And as technology improves, we get there in a decade or two, but it'll be the same reluctance. I absolutely guarantee that 90% of the people on the internet will be disappointed in EVs in 2030 because range will only be 750 miles and if only someone would sell an EV with a range of 1250 miles THEN they'd buy it. It doesn't matter how many well intentioned people point out that the average driver only goes 30 miles a day or whatever. You don't fix a marketing problem by screaming math equations at people. Not most people. Actually works with engineers, sometimes LOL. You sell EVs buy demonstrating they plug in anywhere in ten seconds vs some poor bastard walking uphill thru a blizzard carrying a heavy gas can because he ran out of gas. The other marketing problem with heat pumps is handled horribly by the article. Everyone knows they work like shit when its cold. Exactly when you want to be the toastiest they don't work. Its like marketing a spare tire for a car guaranteed to be flat when you need it the most. You can't gaslight people into wanting to be cold during a winter storm. The solution to this marketing problem is obvious. Instead of bitching at people that they would be holier than thou if they enjoyed being cold in the winter after spending a huge amount of money to avoid being cold, market (not sell) a heat pump model that has a 100KW electric space heater that requires special permission from the electric company to connect and flood video commercials of people in the arctic circle turning their houses into saunas by turning up the thermostat during a blizzard and they're all in towels and sweating while snow blows by the window. Everyone who actually lives up north knows its warm when it snows and cold when its not snowing but most of the people selecting a furnace for their house in Florida don't understand or care but they don't want to feel cold when its cold outside so they don't buy heat pumps, at least not now. After the new meme sets in that heat pumps turn your house into a sauna, don't buy a heat pump unless you want to sweat in the winter, the regular general public will start buying heat pumps. "Well I don't want all the hassle of installing the 100KW one, I'll buy a cheaper appropriately sized on instead"