>That sounds a lot like the Haber Bosch process to me.

Well, kinda. But Haber-Bosch uses an iron catalyst. This is cheap, but it requires very high temperatures and pressures. There has been some recent work on ruthenium catalysts (particularly a Japanese company Tsubame BHB) which are more expensive, but allow the reaction to proceed under milder conditions. A particular goal is to have smaller facilities which can then be colocated with power generation. So you are exchanging a higher fixed cost for hopefully lower variable costs. I don't know if that's actually what they're doing here, though.