The short answer is 'It depends". But get those dependencies right and the cost benefits can be large, quite apart from saving planetary eco-systems and defending the future of humanity. Sadly (but maybe to stay focussed on one topic) the article doersn't talk of other rather important issues, such as the level of insulation (Passive-Haus style) and the use of heat-recovering forced-air ventilation.
The long answer is that a widespread shift to heating by heat pumps will likely require government intervention and subsidy in the short to mediun term, over-riding market forces. It is really true that because the market can't do it, it shouldn't be done ? Such seems to be the legacy of neoliberal ideology. Happy days ?