However, I use the Lung Plus variant often when cross country skiing. When it's -15C and below, pushing myself for an hour or more outdoors can make me cough all evening. Lots of people have cold induced asthma from training too hard outdoors in their youths. But with this I'm fine.
Also, the main point for me isn't necessarily the temperature, but that it retains more moisture. -15C can feel vastly different in humid Oslo, compared to the dryness of the mountain pass Hardangervidda. This feels like it "helps" avoiding dry coughing.
I don't really like the mask variants. If covid thought people with glasses anything, it's that masks fogs everything up! My Lung Plus mostly fogs if I'm standing still, then I breath straight ahead and into my glasses, otherwise it's fine. My girlfriend however recently bought a "OXYO one", which is the same concept. But it has more of a "snorkel" bite piece, and moves the air to the sides instead. So it's a bit smarter in that regard.
I guess looks is the main drawback. And how the saliva freezes, heh, look at the icicle in my picture. This is me the other day in -24C: