Yeah, getting plumbing and electrical as part of the print seems key. The current ICON system looks cool, but at the end, you have a concrete structure with no openings for these elements. Pictures of ICON buildings show electrical installed entirely with visible conduit, and protruding J-boxes, and don't show rooms with plumbing at all. I don't think many home-buyers would want a home without utilities embedded in the wall as in traditional construction.