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.
As it works on phase change (e.g. think of melting ice) heat is added (or removed) without changing the temperature of the store (which, I guess, might be hotter or colder than where the heat is extracted or used).
Depending on the needs, resistive heating can get hundreds of degrees hot, but the best heat pumps that I know of can only raise the temperature about 60 or 70° f.
So the way I see it, is that this material should be able to quickly store heat with the using the low temperatures that heat pumps provide, and be able to store it with minimal losses until it is needed.