I don't think you understand their business model of WaaS if you think FBR need to do it. FBR don't have the capital to build their own machines and don't want to sole operations of HX as they are a R&D company with a focus on delivering this and inventing new products for market.
If it was to work on the east or west coast, they need a JV partner for the funding. Somone to pay for the machines with enough to cover the oversight of the operations for a while.
Then you need to convince east coast to move away from brick veneer.
FBR choose America for a reason it presents the best reward. I don't know what country is next, but FBR are now an international product, and I would assume Eastcoast of Aus is a number of places back on the priority list.
I don't think they should focus there at all but keep to the best markets globally until it becomes each locations turn on the priority list of the international market.
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