I could perhaps offer just a few comments.
I would agree with Duncan that with the building stock we have and the standard of efficiency we are accustomed to building, the operating energy dwarfs the embodied energy within the building, but as we approach the level of efficiency that the codes are moving towards, that actually changes, so embodied energy becomes a big deal.
Our experience is that getting the operating energy down to the levels we need to get it to is difficult. It requires changing how we design and build, whereas the embodied energy is often a fairly simple decision of changing building materials, being careful about recycling, and that type of thing. Those steps could perhaps be done in conjunction with, but are not part of, Passive House, but in our experience, they're pretty simple things for developers to add to the mix.