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.
2. With good insulation you can easily store heat for a day which is all you need. You're never going to get close to storing summer heat for the winter. That's not impossible but not feasible for something this scale (and not cost effective at any scale).
3. You just heat it up and cool it down. There are no fancy chemical processes happening other than the phase change. It's exactly like a phase change hot/cold pack you can buy on Amazon.
4. I'm pretty sure this is designed for domestic heating...
It's kind of an obvious idea tbh. I don't think they've done anything super innovative... They made an aluminium heat sink..
This is ground basically. How deep varies but few meters underground you basically have average yearly temperature. You could pump heat from house to the ground to take it out from the ground during winter.