Examples like this go in and out of vogue over the  years.  The rammed dirt "Earth Ships" like the one built by Dennis Weaver (the actor) were popular 25 years ago and are better in terms of self-sustainability.  The Gefaltan Foundation in New Mexico was pioneering adobe / ceramic homes about the same period.

   The current push for sustainability seems to revolve less around new home construction with unusual materials, and focus more on three things:  alternative energy resources like solar and wind, efficient energy use (lower power appliances and devices), and savings (regulating air flow, good insulation, off peak use, and smart home controls).   These are "DIY" (Do It  Yourself) technologies that empower homeowners directly.

  The downsides of straw-bale homes includes flammability, mold, parasites and difficulty with upkeep.  They are hard to value and hence sell, especially in hard times, despite lower construction costs. 

   A traditional home, retrofitted with modern, low-energy, low-flow, smart devices is more realistic for the majority of Americans who already have houses of their own, but the concept is certainly appealing.