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Heatpumps are a proven technology, have been in use for more than a hundred years, and are one of the most efficient (and thereby cost-effective) ways to manage heat.

They're also technically simpler and have fewer components that can wear out. And they're a single system that works both for cooling and heating, rather than needing multiple system investments.

The majority of experts believe that its the future technology stack to manage heat, not a gimmick at all.

That having been said, always start with good insulation first.