Similar friction drives have existed for a while. The battery is very small compared to a regular ebike (typically they start at about 300wh.) Also, IIRC the friction drive is not very efficient.
I think the number of people who want to use something like this when it's icy out is pretty small. You'd want studded tires, for instance... and it's generally those who are really committed who ride in those conditions. This looks more like 'dipping a toe in the eBike water'.
I saw. Most entry-level ebikes have at least 10ah * 36v batteries; a few lightweight models have 7ah. So this has about half the battery capacity of the cheapest ebikes.