For your a mere 10x the price of a container ship, you can get a container across the Atlantic in 3 days instead of a week. At the level of demand for fast transatlantic shipping we see at the moment, I think you could do better than the airship on both speed and price using fixed-wing aircraft. I didn't see in the piece any argument that what people really want is slightly slower than a plane and slightly faster than a ship. If there's a sleeping giant of demand out there, I'm not seeing it.