A year or more ago I investigated both the GE and the Rheem.
My conclusion is that the technology is maturing, but the reliability still just isn't quite there. I was seeing many reports of the heat pump going into a default mode, which turns on the standard electric heating coils. If you look at the GE reviews on Lowes.com, you'll see a LOT of glowing reviews (total of 800+) but quite a few note that at some point the unit failed and went into default mode. Most of those reviews seem to be prior to 2013/2014, but I'm still leery.
Most of them can be set to work in one of the 3 modes -- heat pump only, hybrid (combination of heat pump and coils), and coil only mode (operates just like a regular water heater).
You also need to remember that the heat pump unit adds significant height to the overall design, you at a minimum you'll probably need to do some repiping. If you have low ceilings, you might have bigger issues than that.
Another plus is that the prices are starting to drop significantly as the technology matures. The one I looked at a couple of years ago was, at that time, about $1,250; it's now listed on the Lowes site for $999.
The benefits are very attractive, but the potential drawbacks are still a little too great for my comfort level.
I've decided that when I replace the water heater, it's going to be with a Whirlpool SmartEnergy or similar. They use fuzzy logic to learn water usage patterns to cut down on standby loss, and can be set into vacation mode with the push of a button (instead of throwing the breaker)