The end product of this process here has a much higher wood-content per mass than those printed with wood-based filaments on FDM printers.
You are totally right but the headline is misleading.
This article is not about wood composite filaments for FDM machines, they're putting sawdust in binder jetting machines. There's at least some level of novelty here.
Can you point me to filaments that are produced from wood and contain no petroleum and are heat sensitive sufficient to be able to print wood grain coloration?