Restaurants using custom-made charcoal… Will this be the next new “thing” for chefs?

Although charcoal grilling isn’t as “eco-friendly” as the world seems to be moving, some chefs are getting on board claiming that it makes the food tastier while others, like North End Grill’s Floyd Cardoz, think it might be all just a gimmick.
New York’s Mas (la grillade), just one of several restaurants in New York using custom-made charcoal, produces their own charcoal in small batches. The chef/owner , Galen Zamarra, claims that the process takes 1-2 days