Sorry Smitty but this is absolute rubbish, the benefit of winter tyres is better grip in cold conditions as well as snow. And, if you want to be safe in the snow the only way is to have the right tyres, either that or stay off the road.
When I lived in the Midlands (Leicester) I saw three major snowfalls in the year I was there, I also saw a few minor accidents as a result of the weather.
As for wasting money the only cost is for the rims or the change over, whilst I'm driving on winters my summer tyres are sat in my garage not getting worn so they'll need replacing less.
Anyway here's a video