A more serious answer... I believe that concepts like this are often of an "unusual" design as a way of capturing your attention and forcing you to really look at the package.
Current "normal" housing designs are capable of being highly efficient with (relatively) minor visible changes. However a super high-eff house that looks like any other house won't have the same punch that a high-eff house that also looks like an architectural innovation would have.
Current "normal" housing designs are capable of being highly efficient with (relatively) minor visible changes. However a super high-eff house that looks like any other house won't have the same punch that a high-eff house that also looks like an architectural innovation would have.