From a quick look, these are very similar to the heat pump water heaters that are starting to become common in the SF Bay Area (it looks like gas water heaters will be banned in the next few years, so people are hopping on the band wagon).
At a glance the only difference is the ones I am seeing have the heat exchangers in the body of the unit (so take the heat from the room where the tank is), whereas these "eco-cute" look like they put that outside the home.
At a glance the only difference is the ones I am seeing have the heat exchangers in the body of the unit (so take the heat from the room where the tank is), whereas these "eco-cute" look like they put that outside the home.