Coal, food waste, plastic = graphene

https://www.youtube.com/watch?v=GzDrnoGdLO4&t=170s

A new process introduced in Nature by the Rice University lab of chemist James Tour can turn bulk quantities of just about any carbon source into valuable graphene flakes. The process is quick and cheap; Tour said the "flash graphene" technique can convert a ton of coal, food waste or plastic into graphene for about $100 in electricity costs. Read about it here: http://news.rice.edu/2020/01/27/rice-...

Not only cheap production but making their graphene a carbon end user of waste.

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Zen is selling 1g of graphene for $99.  How can this ever compete with $100 per ton?

I guess Zen will profit from patents developed more than from production?  What am I missing?