I understand the trepidation for fear of greenwashing. But it's just that, a fear. Until you have evidence of wrong doing why trample on possible world saving research?
As for the above posters second rebuttal, is the argument: "This proccess has been done in the lab before, so this company couldn't have possibly found a more efficient process for doing the same thing?" Isn't this how every incremental step in efficiency is gained? Isn't it a good sign that the process is already known and proven, and so all this company has to do is make it more efficient?
Every new battery chemistry is given front page service, all the while everyone knows there's a slim chance in hell they'll ever be market viable. Shouldn't we be investing in tech that is already proven? Not wild moon shot ideas?