Hope for the best
Maybe the most fortuitous outcome from this publicity stunt could be the widespread adoption of these "magic" tiles by the ignorant, innumerate and terminally trendy. With luck they'll be so in awe of this new way of getting so
little much energy at so high low a price that they'll rush to install them in their own homes. Then, come the time of accounting: when the invoice for the tiles' supply and installation doesn't match (or even come within 0.1%) the cost of electricity consumed they might just begin to ask questions.
Although the obvious question they'll probably ask is "why weren't these tiles installed properly, to get the savings I thought I should have?" it might just come to pass that one or two of the II&TT's would start to question the whole premise of energy-saving wheezes that are targeted at them, as a whole. If that does happen, at least the monumental cost and complete fallacy the exercise was based on will have some, small (about as small as their energy "saving") benefit.