I understand that, but also think what makes it a not-fad is that EU does not have a lot of its own energy sources and winters can be hard. So to me it makes sense to try to be as energy efficient as possible and also not send a lot of money to e.g. Russia if it's avoidable. I also understand that constructing low-energy buildings is much harder than the standard ones. But I fully believe that science and engineering, when given such task, can master that, given enough time.