I picked up an IQOS on a trip to Europe last September. I think it has a lot of potential for people who have not been successful with vaping. I got the yellow (light) heats. To me they taste much like I remember a Marlboro Light tasting on those occasions when I bummed one. This is not exactly a benefit to me since I never much cared for the taste of any Marlboro, but I can see how it would be excellent for some.
There is indeed a bit of "cigarette smell" from using one, but it's at least a whole order of magnitude less than a real cigarette, to the point that neither my wife or my kids (all non-smokers) have ever noticed when I've used one.
The guy in the video made a common n00b mistake in pulling the heet stick out by the filter. When done correctly, by pulling the top of the device up, it comes out cleanly, without all the bits of tobacco he showed there.
Using one produces a "head" that's quite different than vaping straight nicotine (or even WTA). I suppose that's due to other psychoactive compounds present in tobacco that are missing from our vapes. It's relaxing/calming in a way that straight nicotine simply isn't, and for me that effect lasts quite a while. I'll have one every once in a while, when I'm in the mood. In the 3-1/2 months that I've had it, I've gone through a whopping 18 sticks.
They do not irritate my windpipe like I'm confident a real cigarette would, so I'm not sure where he's coming from with the remark that his chest felt like he'd just smoked a real one.
My sense: If we accept that vaping at least 95% less harmful than smoking, IQOS is likely at least 80% less harmful than actual smoke.