2) Yes it is expensive: the pot of the transparent aquaplan is around 80 € for 10L I think.
The consumption strongly depends on the porosity and the quality of the support and can vary from 0,2 L / m² in the case of a dense stony structure, to 1 L / m² in the case of very porous limestone. On average, consumption can be estimated at 0,5 L / m².
It's 80/20 = 4 € per m² on average ... if you have 100m² of facade ... it's expensive yes ... but if it saves 200 € of energy per year ... it's is not so expensive!
I noticed that everything produced against humidity is very expensive (except SikaLite)! I guess it is not related to a production cost but to the gain for the customer ... pfff ... we will not change the world!