[danans]

At the price they are charging, anyone for whom $398k isn't a lot of money compared to the hassle of a custom high-end build is their target market.

Yes, there are some Californians who fit that profile, just as there are some people in Texas for whom that is also chump change, but they are a tiny fraction in either place. This is targeted at very few people - probably the top 0.5% of the wealth or income distribution.

[giantg2]

Except you can get modulars this size or larger from other places for cheaper, with more design options. So if they're targeting the top .5% and they have a lot of competition, then it seems they have a poor business model.

[danans]

> Except you can get modulars this size or larger from other places for cheaper, with more design options.

They are selling premium design, status, and convenience, not "cheaper, with more design options". There are lots of products sold that way, most famously Gucci bags, which I've heard are a very profitable business for that company.

If the price seems high to you (as it does to me), then you, like me, are not part of the target market.

[giantg2]

Gucci has a name. Where is the status/name with this house? Maybe if they slapped Telsa on it...

[danans]

Dwell

[giantg2]

Never heard of it before this post. Sounds like they're new and have yet to make a name for themself.

[danans]

> Sounds like they're new and have yet to make a name for themself.

They are 22 years old, enough to have been referred to in mainstream popular culture like the Office, the Simpsons, and famous punk rocker memoirs.

https://en.wikipedia.org/wiki/Dwell_(magazine)#In_popular_cu...