I live a few minutes from Columbia's HQ and have access to their employee store where I can see and try on most of the their current products. Note: I do not work for Columbia.
Most of the omni heat line is either down jackets or softshells, with a few hybrid softshell/fleece pieces and gloves, hats and winter boots. The Omni Heat does feel warm, more so than a similar piece (like comparing 2 similar weight softshells). I think that the quality of the products are very good.
However, there are not any UL products right now. Most would be geared for winter skiing or just as casual everyday jackets. So, for the UL user here, the option of having omni heat wouldn't outweigh the heavier product itself.