I suspect that in Europe, there could be a real opening for heat pumps when people want to install aircon - which more and more people do. Many air conditioners (mini and multi-split air to air units) are also heaters, and when I lived in Ireland in a well-insulated new build house we simply used the aircon as our only heater, and it worked well.
Unfortunately, much of Europe uses radiators, and you can't really pump cold water around the house to cool it due to condensation, but even here I think there could be an opportunity with add-on aircons that use the exterior heat pump to vent heat - https://www.quatt.io/quatt-chill for instance.
Anyway, I know the article is about the US, but I thought some perspective might be interesting.