Phase change heat storage is well established techology. It's in the product you buy when you want to have building scale latent heat storage. I've even seen a

Phase change heat storage is well established techology. It's in the product you buy when you want to have building scale latent heat storage. I've even seen a company trying their luck at the business model of selling heat in twenty foot equivalents, e.g. for building sites. So it's safe to assume that they knew about this option. But there's also the square-cube-law, at some point it will be cheaper to insulate a larger volume of the cheaper material than a smaller volume of a material that requires less volume per unit of energy at the heat range you aim at. It's well possible that this line is between building-scale and grid-scale storage.