Good thread smurf - is that mr snott on the algo pro page ??
I personally don't like these "everyone else is wrong" style campaigns - it never works out for any party, esp. As you can buy an algo clear equivalent for pennies compared to their "branded" version.
Quats/ammonium also has risks and hazards if used carelessly so it's almost a kettle and pot situation.
Yes the softwashing is gaining great popularity at the moment, driven in part by lots of bad operators ( of the travelling variety ) who wreck roofs and repaint with the wrong stuff etc...
Give it a year or two when they cotton on to the phrase "soft wash" and use the "six months to take effect clause" to just spray soapy water over the roof and run - leaving the home owner wondering why the moss is still growing, then softwashing will appear on watch dog and the whole process becomes tainted and perceived as rubbish.
Darran