$36 is the cost of the capital equipment and energy needed to remove the CO2 from the air. Just an internal metric. Not tied to sale prices.
That's so much better than what I could have thought!
Even though my skeptical self almost falls in the "too god to be true" category I see you mention on Twitter, I'm very excited about following Prometheus' progress :-)
BTW: Make sure to let people know when/if human-drinkable ethanol "fuels" from Co2 are available for order! ;-)