Yes, and traditionally, the biggest contributor to thermal inefficiency is the window to wall ratio (WWR) b/c windows have a very high conductance relative to w

Yes, and traditionally, the biggest contributor to thermal inefficiency is the window to wall ratio (WWR) b/c windows have a very high conductance relative to walls. So if you can reduce the window area, or mitigate it's thermal inefficiency in some way (i.e compensate heat loss through passive solar gain), you can have a huge impact on overall thermal inefficiency. Beyond thermal performance, optimizing windows for lighting potential is also interesting because electric light is a huge contributer to total energy consumption for offices, and outdoor light reflection and transmittance into interior areas depends a lot on geometry and material selection.