Great or greenwash?

What do you think of the de-inking solution highlighted in the recently broadcast BBC documentary ‘The Art of Cutting Carbon’. I can’t see Two Sides being too chuffed with the comment by its lead developer Barak Yekutiely of Reep Technologies that: “If we care about the planet, we must stop cutting down so many trees”. And the fact that the ‘de-printer’ uses a powerful laser to vaporise the ink doesn’t sound all that eco-friendly to me. I need to do some more investigating. Perhaps the print industry in general needs to be doing so too - deinking as a concept has been around a long time but we don’t seem to have come very far in terms of developing a truly eco-friendly solution - have we?