I bought a few cultivars from Australia recently and this yellowish-red one performed well and flowered brilliantly to my surprise.
The furry coloured structures are actually the unopened floral buds and have a velvety feel. This one has a base that is slightly reddish but extends upwards with a prominent bright yellow colouration. Collectively, the floral buds give it the common name. The small underground rhizomes grow in dry, sandy soils and this storage organ allows it to survive through dry spells. The rosette of green leaves are slightly hairy.