I am not an electrician by any means but I have done my fair share of simple wiring. I know enough to get me in trouble. I find it fascinating and maybe in my next life I will more involved with it than flipping on a switch. Here is another link to a good interview with the companies CEO, Peter Marek. They are not taking a 1500 watt appliance and reducing the energy consumption by 30% while still putting out the same amount and quality of heat, they are providing a better heat source all together with a reduced kWh use.