It seems like an extravagant waste of money to me. The "potential" warmer floor created by the pocket of air under each section probably isn't even noticeable in reality. I guess it depends on what type of flooring you're going to go with. I believe it's only a viable product for laminate; I wouldn't try it out with an expensive hardwood. And if you are going with laminate, you might as well put the money into a premium underlay.
Just my opinion.