>And yeah - it still won't be carbon neutral, but a significant reduction in a very carbon intensive process is still better than not doing it.

In the absence of superior alternatives which should always be pursued first in order of efficiency.

>Pulling it from the air does seem incredibly inefficient when the concentrations will be much higher in the exhaust and waste gasses than the atmosphere. This is where I think the journalistic error occurs. The article says they'll use the AirCapture technology - but I suspect they'll use that technology within a closed system - not just pulling it from the nearby atmosphere.

And it is incredibly inefficient but as marketing it works - the comments here are proof of it.