The underpinning principle here is treating the wood as a building material in the same way as concrete, steel, and others. It is not just giving a preference to wood; it's just bringing wood to where it should be.
There have been a lot of innovations supported by advancement in R and D, and fire, seismic, acoustics, etc., testing in support, but as John mentioned, one of the basic impediments is building codes. Designers and building officials want to see this codified. We are working in that direction and hopefully targeting it on a performance base so that we don't need to go through all those efforts.
The way it is now is that in order for you, as a designer or architect, to build with wood, especially beyond the code, you would have to do extensive R and D. You would have to demonstrate equivalency: that your wood building performs on the same basis as a concrete, code-compliant type of project. That could be costly because of all the innovation, all the testing, etc. The point here is that we are working on revising building codes so that wood is treated equally to concrete without compromising safety. This is all supported by science-based.... If wood is treated equally, and if designers and architects think of wood in the same way as our thinking in regard to concrete and steel, we've achieved our objective. This is really our target.