Yep its true, spotted em today and instantly thought of the biking angle, sadly the gloves cannot be used in the rain but maybe the vest could be of use under some layers perhaps:
http://www.maplin.co.uk/module.aspx?TabID=1&criteria=heated&ModuleNo=47714 &doy=2m11 
http://www.maplin.co.uk/Module.aspx?ModuleNo=47715&criteria=heated&doy=2m1 1 
Cant say I was stunned with the quality but they actually run off AAA battery packs built into the garments - quite neat!
Frank