At the outset, it seems like it is more about storing ternary weights in binary without having to convert a multidigit ternary number? That is, if you have 20 weights, if this was binary, you could store all 20 weights as a single 20 bit number. I'm assuming you could convert the 3^20 number to binary and do the same? Is that roughly what is happening, here, with most of the effort in how to get out each trit?
Edit: I should add that I was largely misunderstanding parts of the article. I was reading this as akin to BCD, but with ternary. Reading it without that misunderstanding, I can see that they are largely doing what I said here.