The Helena comparable unit was selling for 680-685 in phase 1 (420/sqft). That included 20k of forced upgraded but nothing that impressive. If you add landscape of backyard and flooring upgrades, you're over 700. The SG comp has the wood-like ceramic, which is an expensive upgrade. Also, a 3d leather in great room (however I wasn't a huge fan of it).
When I saw Petaluma selling that well and that Helena comp being listed at 735k, I was actually expecting Helena to be more expensive. It's basically very similar floorplan to residence 1 of Petaluma. Obviously backyard smaller and it is not detached. Maybe I'm missing something. But in terms of townhomes in Irvine, that floorplan is the one that felt the closest to a home and not a condo to us. Obviously we would have prefered something completely detached but it was out of our budget.