Most people today throw the term 'loft' around loosely as a marketing term. Most of the lofts in Phoenix, Tempe and Scottsdale or 'soft lofts'. Apartment condos with loft finishes (exposed duct work, concrete floors, etc..). The urban buyer doesn't want the finishes that the suburban buyer wants (travertine and granite everywhere). This makes the urban much more unique and less 'cookie cutter' which helps it retain it's value. Uniqueness is a great way to express your indentity and preserve your investment.