I would assume this is not for everyone. I would suspect that the main customers would be people not hooked up to the grid, that generates their own energy. As storage costs are steep, using overhead to grow plants seems like a good way to do it. Also, there are many remote areas where during winter or certain periods it is hard to access. Having your own source of vegetables might be important.
The company that develops and improves technology for in-home growing can also think about providing its solutions to space missions, including colonisation.
I doubt if the mentioned examples are worth $200M, but it might be they have an amazing business/growth plan.
Not all areas let you do this. I am talking about difficult remote, like mountain ranges, lighthouses, isles of the cost of Scotland etc. Not all remote means woods and fields around.
Greenhouses work all the way to the arctic circle. At which point your not going to be getting much energy from solar power. (One trick is to use reflectors to collect more sunlight then concentrate it onto a smaller area, same result as having solar power at a tiny fraction of the cost.) Other option is to use a lot of insulation then tilt the structure. ex: http://waldenlabs.com/5-northern-greenhouse-examples/
Further, solar power takes the same area as you can use to grow crops anyway.
FWIW Iceland gets about 4 hours of daylight near the winter solstice, not a generous amount to be sure. Still, it reduces the requirement for artificial illumination, and with "free" energy from geothermal sources it may be practical enough to grow under glass with supplemental LED illumination. Obviously most anywhere in the US will get more winter daylight which should make greenhouse culture easier to pursue.
Though I couldn't get the link you gave to cooperate, I have seen examples of cold weather greenhouse installations before, so I know that it can work.
The company that develops and improves technology for in-home growing can also think about providing its solutions to space missions, including colonisation.
I doubt if the mentioned examples are worth $200M, but it might be they have an amazing business/growth plan.