Yea. All situations are different. My parents have a 1400sq ft home, very well insulted, geothermal unit, winter electric bills still average probably $235. Not horrible, by any means. I'm quit sure I could get there bill down to $70-$80 for the 7 heating months, which to me is not much savings, around $155/mo or $1085 bucks per year.
However he also has a garage, and my mom has a 1200 square foot sewing room over the garage, it's currently heated with a pellet stove, I would estimate they burn 3-4 tons of pellets per year. So lets say there is potentially another $1000.
He has been entertaining getting an empyre pro 200 to do all of it, lets say he had $12,000 in the installation. 2085 savings per year before wood costs, which to him is free or only the cost of fuel. So lets say 12,000/2085. 5.75 winters to recover initial investment, of course there will likely be up keep costs in there so 6 years.
So as you can see in there case, it's justifiable, but not overly impressive. Think about how many purchases folks make though that never pay back a cent? It's a lot. If they only had the home, of course we wouldn't be looking at nearly as an expensive unit. Plus we all know that there are many more affordable units currently than a phase 2 gasser. If they went with let's say a regular furnace and different brand the total investment may only be 7,000, which pay back would be around 3 winters.