Good luck to them, more architects need to take the power out of developers' money-grubbing hands. Architype seem to be one of the few who can do it and keep a social conscience.
However, if there's to be any advance in British housing, we have to ask space-standardy things like "where's the airing cupboard?" and "built-in storage?" McCloud's housing development missed these things too.
Also I hope all that insulation isn't petrochemical...
Comment on: The elephant in the room: embodied energy
We must of course remember that concrete's thermal decrement means it is poor for use as thermal mass as its absorption/radiation timescale doesn't fit the human 24 hour cycle. Hempcrete on the other hand does.
The embodied/operational energy graphs are incorrect. The 'carbon spike' as shown in Tom Woolley's latest book means the embodied energy can never be cancelled out by the operational. They are two gradients on the same graph line, not two intersecting.