It says this is both a "heat pump" and also "storage" AND says that it will run when electricity is cheap or plentiful. Thus:
1: Where does it pump the heat from? (Or is this not really a "heat pump" and instead is using resistive heating?)
2: How long does it store heat? Is this something that will store heat on a 24-48 hour basis, or will this store heat during the spring / fall when longer days mean extra power from residential solar, and then use the heat in the winter?
3: Is the unit itself "warm" when storing heat? Or is the heat stored in a purely chemical way and needs to run through a catalyst or similar to get it back?
4: Can this be scaled up for general domestic heating?
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Just an FYI: There are plenty of schemes with resistive electric water tanks to store heat when power is cheap.