> No one is heating their place with air/air heat pumps besides americans who haven't figured out that heating spaces via air is shit tier in term of comfort and efficiency

At least here in Finland a lot of people do. Very popular choice when replacing old oil furnaces (and as a "replacement" for direct electric heating offcourse)

Geothermal heatpump is something people mostly think about when building new.

Air heatpumps with the inside unit start from around 1000€ and 300€ to 500€ for the install. The price is mainly based on the size of the house (and in big houses you will need multiple or one with multiple inside units)

A fireplace for the couple really cold weeks to cut down the electricity bills are popular but people had those even before the air heatpumps so nothing new really.