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Emyr
The company sales rep said in that Times article that it's used for small commercial buildings and petrol stations - i.e. where there are much smaller areas involved and fire spreading across it wouldn't make much difference. Seems reasonable in that application.
If it is just for cosmetic purposes as I'm reading it, it does just seem to have been installed as a veneer to make the building look better for people who don't live there, and you have to ask yourself why that might be and why the money wasn't spent on actually improving the building in a meaningful way...