Buried in the article is that the binder is polyolefin, which basically just means plastic. So, this is plastic paper. Granted, the examples given were for semi durable items like menus and business cards, but i still see that as a net negative.
http://www.sciencedirect.com/science/article/pii/S0141391010... http://www.sciencedirect.com/science/article/pii/S0079670010... asf....
http://www.plasticgarbageproject.org/en/plastic-garbage/prob... http://www.onegreenplanet.org/environment/how-plastic-is-har... etc....