I prefer a little bit of cushioning for extended lounging sessions, so I question the comfort of the SMAQ chair. But comfort isn't really what this is all about.
Presented at Milan design week, the cozy chair is meant to save energy by only heating what needs to be heated. You, your slippers and your hot drink. A practical way of eliminating the need to heat a room, probably not, but a nice warm retreat for your space it could be.