In reply to tingle:
You may well be right!
I enjoyed reading the article, hats-off to Olivier for getting past all the people who probably told him it would be dangerous, uncommercial, etc.
Now I have taken the clickbait and read the article, I know that someone is making bowling balls into climbing holds (and have thought "I could do that"), so there's one more re-use step I didn't know about.
I think it MAY get people to think about the 3 Rs, of which recycling is the least best option...but you may be right and it may just be a bunch of beardstroking hipsters who talk the talk but buy a new car every 5 years.
I'm gonna go with the positive.