Ummm. I am not feeling the love for these things.
In order to "beat" gas you need about 3.5 as much "free" power as you put in with electric.
I think most pumps struggle to get 3. Funny thing is in the cold weather they are actually less efficient, exactly when you don't want them to be.
Plus you can't turn the things on and off as much as a gas boiler. So it's hard for example if bills are high to turn it off, or if you are out all day to stop it working and then switch back on at night when you come back.
I think they make sense vs. electric only. So if you are in the sticks where there is no gas then they are a better alternative than electric. I am not sure how they stack up against oil probably a bit better than gas but still not good enough.
I think if I bought a house with one of these I would rip it out for a gas boiler, assuming there was mains gas. I would want the gas price ratio to be up to about 2 at least.
I suppose the good news is that any new build built with one of these will probably be insulated to within an inch of its life, so what you might lose on electric costs and lack of flexibility you may gain on the fact you use generally less heating because of the insulation.