I agree with your thoughts when relating to the masses but... As with all innovation, someone has to push the boundaries with their enthusiasm, time, and money. I would like to think part of us can forgive the flaws, and appreciate that this has the raised (or will soon) the PH ceiling in the uk.

I question the whole plus and premium thing. Zero Inteligence blog post from some years ago www.elementalsolutions.co.uk/sustainable-...

I'm not sure which boundaries you think need pushing here? PH was established as an energy performance concept over 30 years ago. Imho, vanity projects branded as PH are damaging to the credibility of a certification system which should be about minimising energy and environmental impacts.