Matty, I've been in the energy efficiency industry for 20 years. I took my City & Guilds 6176 in 1989 and I trained as a DEA when they first came out and gave advice for many, many years before that. My own property just achieves a d rating with cavity wall insulation, 5 year old boiler, 300mm loft insulation, double glazing and 4kwp of solar pv. If my walls were solid I wouldn't get anywhere near a D.
You are right, energy efficiency should be the first priority, it's been my mantra for 20 years. but please explain to me why there should be one set of rules for people on the gas grid and another for those who aren't? All we're asking for is parity with urban areas - we're already penalised with much more expensive forms of heating, why should we then have to invest more than our friends on the natural gas grid just to achieve the same 21p/kwh?
At least if you're in an urban area and your cavity can't be filled because of snots or other forms of bridging you can still achieve D with relative ease - not so if you are on oil.