Amish heater infomercial

There is new product being marketed via DRTV. It is the Amish heater. It is a space heater shaped to look like a fire place and gives the appearance of burning wood. The infomercial claims that the space heater will save you money on your heating bill. Typical space heaters are very difficult to keep considering their high costs to run efficiently.
Traditional space heaters can run for $100 dollars or less, so how is the Amish space heater, that is upwards of $250 a better deal? The infomercial claims it is more efficient and better quality, which may be the case, but some believe its appearance to be the real reason to purchase. It comes in light and dark wood finishes, is able to roll from room to room and gives off an open fireplace look and feel. This is a new product being advertised and it will be interesting to watch its successes over the next few months.