Heatpumps are not a gimmick - they're an excellent technology with lots of efficient and effective uses :)
That's my reasoning my new build house with plenty of land. In other scenarios it might be more beneficial to go for them.
Of course the average american living in a mcmansion which wouldn't pass regulations in 1992 Poland cannot use such solutions, but really it isn't a problem of climate, you'll find passive houses from africa to norway and everywhere in between, most of them without heat pumps
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.