I thought actually that this was going to be the second price from the article. What's so disappointing to me is how many companies get to treat the earth as a free or nearly resource to turn into profit.
In an efficient market, the price you pay would include a carbon tax paid to the "Earth fund", and the fund would be used to replenish the planet's resources (eg. by carbon capture and storage).
But until then, the version of capitalism we operate is one where the largest participant (planet Earth) is only being stolen from; never being paid.
The current system, as far as I understand it, is a market. One of the better ideas I've seen governments implement. You can purchase carbon credits only to the extent other carbon credits are on the market - like people planting trees.