The more I think about it - I just can't see how Icon can be a...

The more I think about it - I just can't see how Icon can be a serious competitor.

Apart from a few arty types who may like the funky walls, any serious buyer will see that FBR's build delivers immediate better value for money:

1: the external ICON walls are thicker (from what I can see in the videos) and would add approx 10 sq m to a 200sq m house to get the same internal area. That means a bigger roof and a bigger floor slab - which will cost more.

2. The specialised concrete mixture they use has to be more expensive than regular concrete, or the concrete blocks that fbr uses because of the specialised additives they must use to make their toothpaste workable and low slump in varying weather conditions (its formula is probably their biggest and most valuable commercial secret).

3. Icons build accuracy serms to be in the cm range, vs Fbr's mm range. That will cause lots of extra work around ceiling cornices, floor tiles, cabinets, skirtings, door and window frames, to get clean gap-free finishes.

Maybe Icon expects to make money by selling their concrete to the suckers who use their machines?