The problem is that houses are a system, one designed to regulate the rain, air, temperature and humidity. If you take a working system (a house that's stood for 100 years without problems) and you blindly apply a 'measure' to it (eg adding insulation), you can make its performance worse in another area (increased loft temperature means more humidity carried in the air and potentially more condensation on cold bridges).
This is why you need to *design* to improve the efficacy of the whole system and not randomly throw 'measures' at it in the hope of making things better. This can involve quite careful detailing (air gaps, cold bridges, vapour barriers, etc).
Unfortunately such is exploited by the 'cowboys' who have one product to sell and they'll sell it to you whether it's suitable or not.
Theo