While I mostly agree, in their defense, the material/feature quality is significantly higher than your average home. LED lighting, high efficiency appliances, radiant heat, and solar aren't cheap features... nor are they easy to find in houses of comparable price.

Also it's hard to compare the price of something made for the British housing market to prices here in America. It could be the case that housing in general is just much more expensive there.

That said, it does seem way too expensive for the average case, although it might be worth it to me if I could stick it on a green roof somewhere.