I am no electrician, but this looks to be applicable to longer sections of pipes. Instead of the heat being focused to just the areas reachable by visible light, this would allow for thawing around bends, longer distances, tighter / smaller spaces, etc.

It still uses power to generate heat, but that 60W will likely be way more efficiently applied to pipes. Bulbs will be quite lossy because heat goes through the air to reach nearby pipes (and any other nearby objects), whereas this is physical wires applied directly around said pipes.

To step back a bit, don't you consider it annoying that you need to heat pipes full of water and the best solution they could come up with 70 years ago was to add a lightbulb socket several feet away from the pipes?