http://www.sidmouthherald.co.uk/news/planners_voice_support_for_new_avenues_homes_1_4288115

The carrot is, of course, “affordable” housing.

But with house prices climbing so steeply, simply selling some houses on a site for 20 percent less than others (e.g. a differential between best locations and worst locations on a site and/or luxury fittings v basic fittings) will still bring a hefty profit for any developer these days.