I haven't personally used one nor have I read detailed reviews. The Amazon reviews say it uses 400 watts, compared to 750-1500 standard space heaters. Of course, the electricity consumed is basically all turned to heat in all space heaters, but the question is how efficiently they raise the temperature you feel in the room. That's why you see ones with dishes behind them to focus the heat. Supposedly this heater does a better job at this. Apparently it's also unobtrusive and can be painted over, which is good for "aestheticmetric"
It's on Amazon's friday sale (today only -- I'm not sure how much of a discount relative to normal days)