I live in Wisconsin, seriously, that "waste" heat is NOT wasted!
Blah blah, I live up north too. Let's see, should I heat my house with a 95% efficient furnace or a 10% efficient light bulb? Boy that's a tough one...
That light bulb is actually a 90% efficient heater -- that's why it's such an inefficient light source.
The real argument against heating with light bulbs is that in most areas, cheaper alternatives to electric resistive heat exist: gas, oil, electric heat pumps (with appropriate backup heat), etc. Also, waste heat is generated by the incandescents whether or not it can be used -- or even if it needs to be removed at additional cost.
(BTW. Incandescent heat lamps will still be available for applications heating with lamps is actually a good idea -- incubators, cafeterias, etc.)