Earlier quoted context omitted.
If the technology actually works then the companies would burn less fuel, and save money in the process. That should be an effective incentive.
Read the caveats at the bottom of the article -- the ship owner who has to make the capital investment doesn't pay for the fuel, so there's a perverse disincentive to invest in this technology (assuming it works).
Of course this is an armchair thought experiment, but I am curious about your opinions.