There are three options proposed - 7 or 10 or 15 storey. 'We could build this enormous bl**dy great block (if we can get away with it) but ok, we'll just build this smaller block (which is equally unsuitable but doesn't look as bad in comparison, eh?!)'.
I'm sure it is a case of taller = more revenue.

Yes, affordable homes need to be built and funded, but no-one likes to feel bullied by this argument when it closes down valid 'build what and where' questions, which is what i fear is happening.