Pinned straw:
It's not really new news, it's more that Pulte also benefited from promoting the trial. That building site is in some kind of 'eco-village' with solar panels etc so for Pulte it was a way to put eyeballs on their estate and show that they are cutting edge.
As to where it is leading, at this point it seems FBR don't know either. It'll be enough for a small SP bounce, but what kind of bounce remains to be seen. Day traders will be having fun.