Modo + Houdini is a popular direction for those that want to jump off from Autodesk train. It's also double good directions because you don't need ton of plugins to make each of those programs work.
Looking at those videos => http://www.elarasystems.com/insights/case-studies/elara-labs/ <= it looks that it evaluates to Maxscript. And it's painfully slow. That is not ICE for sure. Or Houdini killer in any way, because I heard even b*llshit like this couple times in last couple days.