New Land Enterprises (the developers behind Korb + Associates' record-setting Ascent tower design) managing director Tim Gokhman sat down recently to discuss the bellwether project with the Urban Land Institute (ULI). He told Milwaukee native Alby Gallun that the selection of the materials was driven perhaps unsurprisingly by aesthetics and marketing considerations, but that its ability to reduce on-site labor costs and the speed of the construction timeline were also deciding factors along with its proven sustainability and performance metrics.

Gokham said he thinks the burgeoning material can eventually be used up to a height of "30 to 40 stories" and stated that its biggest obstacle (at least for now) is insurance rates driven by the misconstrued risk of fire and water damage. “It is temporary,” he said finally, inferencing the need for further research into its structural capabilities. “The only reason I think why the insurance rates are high is because there aren’t enough data points, and best practices have not yet fully been established.”