The paper says they tested the durability of the ram with a 5ms program-read-erase-read loop. Meaning each time they program-read-erase-read, it takes 5 milliseconds.
Ten trillion cycles would take over 150 years.
I'm guessing a silicon lab doesn't have "the rest of the computer" that would allow them to run this ram at full speed constantly. This UltraRAM isn't something they can just slot into their motherboard.