If you're looking for ways to differentiate a heat pump product ... I have a 55k btu heat pump (bosch bova60) and it is loud (my neighbor, who is ~15-20ft away is complaining that it wakes him up at night) - as a result, I've been using too much backup heat (at temperatures when the heat pump would be perfectly sufficient). I would happily pay for a super-quiet outdoor unit.

the thermostat integration wasn't hard. and the bosch unit has a blower, so the "can it go into a central ducted system?" question was also easy.