It's not exactly just marketing, it is indeed possible to "move" heat energy by using less energy than the amount of heat energy moved, which all modern high ef

It's not exactly just marketing, it is indeed possible to "move" heat energy by using less energy than the amount of heat energy moved, which all modern high efficiency compressor based air conditioners/refrigerators/mini splits/heat pumps can do. It's still a useful metric for comparing similar devices' efficiencies. It's called Coefficient of Performance and if it's only 1, your compressor based system has a major issue.