If Barratt had called their new affordable home project The New Affordable Home Project or Mini Home or Mini Pad - what are the chances that they'd have received the acres of property section column space they've enjoyed in the last ten days? The iPad (above) - cool name, contains a joke which the target consumers of first-time buyers will appreciate, a marketing dream. But it's taken until now for a property journalist to be invited to visit one. The Telegraph's David Hoppit likes what he sees. And it turns out Barratt aren't the only iBuilders on the block. Here's James Wilson, of David Wilson Homes, and his own snug, design-heavy New Affordable Home Project. David Hoppit visits that, too... and likes what he sees. Has James Wilson also been so canny with the marketing? Possible first mistake:

James and a team of designers that included the Changing Rooms presenter Lawrence[sic] Llewelyn-Bowen, spent months agonising over every square inch of their new range of low-cost, starter homes.

You see the difference. Made by Jonathan Ive out of ultratough polycarbonate plastic... cool. Made by Laurence Llewelyn-Bowen out of old woman's curtains and an '80s Athena print... not cool. See how that happens? But what about the name? Has James Wilson also bagged some of that Apple brand goodness? Well, his New Affordable Home Project is called the i-Life. And the problem with that is that Apple already own something called the iLife. Okay, there's no dash connecting i to life in Apple's (groundbreaking) collection of everyday software... but I'm not so sure the Apple lawyers - who aren't exactly celebrated for their hands-off approach - are going to let that wash.