If a truck stop is the best place for you to park, and if you smoke, and if you do not have a generator or shore power, and if your company pays the fee, the product may be OK. That's who Idle Aire is marketing to...large fleets with big-rig trucks and drivers who wait at truck stops to recharge their log book and wait for freight.
I've noticed that an increasing number of line-haul companies pitch company-paid Idle Aire as a driver benefit. I would imagine that can make a positive difference in a company's recruiting and retention efforts.
For expediters whose trucks are increasingly equipped with their own idle reduction devices, internet access and home-theater-like entertainment systems, Idle Aire is a bit redundant and anchors you to a truck stop.