They do this at some places of work that I'm aware of. It's not "barking insane". However, some thought shows that it won't work for a lot of people.
Firstly, dishwashers have to live at ground level whereas crockery can be stored in a cupboard at any level. You are contraining yourself to store crockery at the ground level where most people also have their under-sink unit, laundry machine, and heavy pans cupboard.
Secondly, plates and utensils are way more spread out in a dishwasher. You have to expose every surface for them to be cleaned properly. Plus, there is the space needed for the dishwasher itself, which can be pretty chunky.
So no, Rory Sutherland, in our 2-bedroom urban UK house we definitely cannot afford the space to have a second dishwasher. And if your job is to go around blithely trying to convince everyone that they'd be better off with one, all you're doing is re-affirming my contempt towards behavioural scientists and salespeople.