This has been one of the inherent problems with any kind of carbon removal — there’s no real way to profit from it, so it was unlikely to happen at scale bigger than a PR operation unless government either pays for it or requires firms to pay for it.
Anyone with a modicum of critical thinking can realize that this is a ploy by and for fossil fuel companies to cling to their social license to keep polluting until they’re gone. All we need to do is make polluting less profitable. The means of doing so are left as an exercise for the reader’s imagination.