The only downside (in comparison to fuel burners) is complexity. Heat pump systems are extremely complex with a lot of parts that could get fucked up over time.
A gas furnace is as simple as it gets with almost no moving parts. Coal/wood furnaces are a bit more complicated if you don't want to blow 100% of the emissions into the air... you need good well maintained filter systems. But it's still far less complex than a heat pump.
So I understand the appeal of furnaces. Simpler systems are easier to understand, are harder to break and easier to repair/maintain.
I think that problem is tackled too rarely in these articles. If you can't take away the fear that people will have a higher upfront invest and higher maintenance costs and higher failure risk, that makes it too convenient to cling to what they know and understand.
Edit: oven --> furnace