Earlier quoted context omitted.
I don’t agree with your cynicism. This is a very practical, potentially accessible, inexpensive solution to save literally tons of power. It’s an easy win. Let’s take it and move on to the next area we can make gains in the fight against climate change.
> practical, potentially accessible, inexpensive Painting 1% of the world in white paint is everything but that. It's a cool gadget that will be experimented in a few niche places and quickly and quietly abandoned when real life kicks in. How often will it need to be cleaned ? repainted ? How much will it cost to paint your building's roof, is you building roof even paintable in the first place ? What is the paint ma…
There are really no disadvantages of using this as a white paint.
Barium sulfate is abundant and the cost of a paint based on this pigment should be very similar to the cost of the current titanium white based paints, once the pigment is produced at industrial scale using the process developed by this team.
There are no environmental concerns, because barium sulfate is as inert as titanium dioxide. Actually there are various living beings which use barium sulfate as a bio-mineral, instead of the more frequently used calcium salts, like in our bones.
So both in cost and environmental properties and also in maintenance properties the proposed white paint should match the currently used titanium white paints, with the difference that it can ensure that any painted surface exposed to solar light is cooled instead of being heated.
Only this will certainly not be enough to save the world, but it will certainly be a useful product.