Maersk, the company from the video is actually taken this quite serious, since they are the biggest shipping company in the world (and their HQ is in Denmark, which hosting the climate debate), they can't afford to not take it serious. As Denmark is working hard to be a central figure in the enviromental issue, Maersk is also being forced by the public to develop and research more green technologies (for ships). But they are so focused on not wasting money that I'm absolutely sure they would rather take the PR hit than make something that doesn't work in the long run.