The article seems to be very unspecific about what it is this company does that is so different. It also steps over the fact that there are already quite a few companies active in the US, EU, and China that are recycling batteries. Nor is the cited percentage that remarkable. That's ballpark what competitors are achieving as well. Probably a bit more. 10% lithium is a lot of lithium to not recover. Most natural deposits of lithium have very low concentrations of it.
The main thing actually holding back the recycling industry is the lack of batteries that need recycling, not the lack of technology needed to recycle them. Most of the batteries produced in the last ten years are still being used. And quite a few might head for a second life in storage for another decade or so. It's probably going to be another decade before recycling hits a scale where it becomes a significant and lucrative source of valuable raw materials.
And as others mentioned, it's not just about recycling the lithium in batteries. It's not like cobalt, nickel, copper, graphite, etc. end up on the trash heap.