I get that, and think that "pretty" is a dumb goal because what's "pretty" is usually just cargo culting of whatever works. But I think reading your customer is a useful lesson, but probably should be taught intentionally not accidentally via bad teaching.
- construct a house with good insulation
No word of it being pretty. Houses should look pretty, but it wasn't art class, but physics. And the physics teacher clearly said insulation is the goal (so we learn about the concept).
We had a funtional house (roof, walls, windows, door) with very good insulation. The winning house just looked pretty and its insulation was basically nonexistent.