IMO they get at least 5x of their 10x by using a diesel engine, vs. a jet (inefficient at a range of powers) or avgas (expensive fuel, old designs, inefficient). Just putting a diesel SMA, Thielert, Deltahawk, etc. engine into a Cessna 172 would give you substantial fuel economy and cost savings vs. 100LL. 100LL is also taxed, while Jet-A (which a diesel can burn) has no excise taxes by international treaty (there are some other taxes, especially in the US). It's maybe 2x fuel economy improvement and 2.5x on per-BTU cost savings.
So, it's actually kind of plausible -- the problem is the diesel aviation engines have been VERY slow in coming to market. The main market so far has been non certified use (military UAVs), where eliminating 100LL from the supply chain has huge savings on top of performance.