Green Horizon Prefab Container Homes

California-based company Green Horizon will exhibit their SFH40 Single-Family Home/container house at the Fort Mason Center in San Francisco, California during West Coast Green October 1-3. The SFH40 is "an easily-deployed, cost-effective and humane emergency housing system designed to sustain a family of four for upt o one week with no external infrastructure required." As a skeptic of all things resembling shipping containers, I’d like to ask readers whether they think this design is innovative and different (it certainly is thoughtful and visually compelling, AND made from 100% recyclable or recycled materials), or more of the same prefab modular concepts that end up being financially out of reach and unfeasible as living systems? What do you think of these emergency shelter models?