I'm sure there are plenty of other developers willing to play the "we're improving the look of Avebury" card if they think that's the way to get round the management plan. Either this is just a normal village or it's not. If it's not then special controls must be maintained, not thwarted.
Quite.Interestingly, the developers Bybrook Developments Ltd appear to operate from a house in Avebury's Green Street (close to the antique shop) - http://www.do-business.net/CompanySelect/select.aspx?key=49436295-baef-4586-a503-984876817b49
Can't help recalling William Stukeley's words here -
And this stupendous fabric, which for some thousands of years, had brav'd the continual assaults of weather, and by the nature of it, when left to itself, like the pyramids of Egypt, would have lasted as long as the globe, hath fallen a sacrifice to the wretched ignorance and avarice of a little village unluckily plac'd within it.