I think in this case it makes sense to sell units, and also generate feedback about the product as early as possible
So you're going to use end customers as your test base? That's pretty gutsy. Especially when they're shelling out $10K and ripping out their existing (and working) HVAC system to do this. Don't use the car analogy here, there's no backup if it doesn't work.
Unless you predict 100% flawless execution and satisfaction on that aspect, you're going to get screwed. Your customers, more so. A few fucked up installations, or performance below expectations, and it's over.
I can appreciate that. I am sure you will also agree a single part of a complex system can render it inoperable. When I consider the consequences, at 15° F (which is about the yearly low in my part of the US), of a failed part then I consider what that means to my wife and children and the value of the experimental but proven design becomes much less.
I am wondering, though... Why don't you make a prototype, and attach a webcam in front of it, with a few sensors, etc?