Earlier quoted context omitted.
But that's not a problem they're trying to solve, or one they need to solve.
As I understand it, their market is dependent on it. They can't store electrical energy, only thermal energy, and their system is designed to store it at fairly high temperatures (they don't say explicitly, but I'm guessing 800° and up from the problems they report having to solve) which you can avoid doing if you're just targeting the process heat market. So turning their stored heat back into electrical energy is n…
Long term storage of this kind reduces the overall cost of providing steady solar/wind output in Europe by half.
They are also addressing markets where the need is for heat. If you are going to make heat from the solar energy, storing it as heat is much cheaper than storing it beforehand as electrical energy and then converting it to heat later.