Unpopular because the amount of heating you get tomorrow is set today.
Oh look, the article even says this: "Today's storage heaters have such good insulation that the only heat coming into the room is from air being blown through the hot core by an ultra-quiet low-speed fan the length of the heater with the warm air coming out of the bottousually m of the heater at floor level - even when the core is full charged the outside of the heater is usually barely warm to the touch - and never hotter than a water-heated radiator"
Finland's gigantic commercial "sand battery" stores heat for months. Hopefully their techniques can be adapted for smaller use cases, https://www.bbc.com/news/science-environment-61996520
I like your license :-D