@engineer,
Thanks for offering your opinions on eBeth's point and the intentions of the subject of the article.
Clearly this fellow is not a housing magnate. You know it, he knows it, eBeth knows it, I know it, and I suspect even Dys knows it.
His product is intended for a niche market, and when trying to sell one's product to a niche market it is particularly important to create an image for the products that goes well beyond it's utilitarian virtues.
Very few people are going to be attracted to a very small house simply because it is small. A reduced price may attract them but if that is their only reason for buying a small house they will be left with self-identifying as poor. Poor is not a niche market.
Thus the seller has to cast his product in a light that attracts buyers for reasons other than intrinsic value. Most often marketing in general, and niche marketing in particular, attempts to associate the product with the way the buyers feel about themselves.
In this case the niche market has been identified as eco-friendly. Low consumption appeals to certain eco-friends and in ways that extend beyond house size. By characterizing high consumption as "American," a stereotype the eco-friends relate well to, he appeals to these people with a product that is "Un-American."
I have no idea whether or not he hates our military, wants to burn flags or considers. JTT his patron saint. Nor do I care. In the end, he's a true-blue capitalist which is American enough for me.
No matter how the particular niche market defines "Un-American" there are plenty of people who will buy a product because in that sense they want to be "Un-American" too.
If you or eBeth, or Dys or edgar don't get that, it's no skin off my nose.