Just a short blog post but I thought he had good points:
https://deny.substack.com/p/dont-just-preserve-heritage-build
He talks about how the pro-heritage advocates often don't have a clearly articulated message, how important planning rules are, and how new character/heritage can be built.
I do think there are some good adaptive reuse projects, and some good small "boutique" heritage-style projects, but there aren't a lot of medium-scale heritage-style builds (3 or 4 storey wooden flats for example, which used to be common around inner Halifax), and the planning rules may not permit them.