The mudroom is in the middle of the house! I never heard of mudrooms until I started watching HGTV in the early oughts. I thought the point of a mudroom was to give you a place to take your muddy boots off near the door you just came in, not walk through half the house either in or carrying your muddy or wet boots, then sitting down in the hallway and taking then off or putting them up.
The mudroom looked perfect for children, not the hip-py mother who bore them.
These two don't seem to focus on any other demographic than young people. They know that market, they reach that market, they don't have to be high-end, just look high-end for that market. And do something slightly different that will attract that market. I commend their being able to find a profitable market that they know just how to appeal to, even if it does nothing for me. I have yet to find my own profitable angle on something, anything.