It's not entirely dishonest, but it's a huge caveat that their process has 2 parts with an intermediate, so comparing just one part to other processes doesn't make sense. E.g. in one section, they mention that DAC to CO2 is targeted at $100/ton, but their process is only $36/ton. However, that's only the first half of the process. If you calculate for the whole process and assume they can produce a standard gallon of gas for $3 and 8.9 Kg CO2/gallon:

    ($3/gallon) / (8.9 Kg/gallon) * (907 Kg/ton) = $306/ton

I.e. their goal is 3x more expensive at capturing CO2 than DAC. If you want to sequester carbon (e.g. by filling a cavern with this fuel), this is not the technique to use. The only reason to pursue this is to use zero carbon electricity to produce nearly net-zero carbon fuel.