It was just a casual suggestion. If anything, it would be more Viking architecture.
Finno-Ugric is a group of nations such as Finns, Estonians, Karelians and Sami. For sure there will be 10 rulers from among these nations;)
It would be a supplement to the huge area between the Vikings and the Slavs (which is actually Ruthenians).
This civilization would represent Finno-Ugric, but they would simply call themselves Finn. As with Lithuania - Lithuania as the most powerful Baltic nation represents all the Balts nations.