Against him stand those who think Britain's hostility to cooling has curdled into a type of masochism. It is, in all but name, Britain's first air-conditioning subsidy - but it is badged as a heat pump, and only worth a third of the £7,500 for a heating-only model. In Scotland homeowners can also get a £7,500 grant for a heat pump via its Home Energy scheme - but for air-air versions that could offer cooling there is no funding at all. And in Northern Ireland there is no universal heat pump grant offered for households. Under the terms of the England and Wales scheme, some people cannot apply at all.