But regular folk want to just pay the energy bill and have a warm home, whatever the weather outside.
They don't care to worry about lighting the wood stove on super cold days. They don't want to have to have a wood delivery separate from their energy bill, and be carting it around in boxes. They don't want to huddle into the room with the wood stove because the rest of the house is too cold.
Regular folk aren't interested in heating systems, so will pay a small premium for a system that just works, whatever the weather.