Jag,
the 30% effeciency increase may be the key to these type markets. If they have so much of this stuff their supply exceeds their need, marketing a product that gives them the same power but uses 30% less fuel may not be a real high selling point.
If, on the other hand, FASC can present them a product that mates up to what they have and since it is much more clean burning and complete burning, the waste stream (both from the stack and the fire box)from the burning process drops to nil, FASC may have a sale.
Time will tell.