This is a catastrophe for conservation biology.
First off, these are just weird dogs. Dire wolves (Aenocyon dirus) are a completely different genome and just changing the expression of some genes that they thought would make it look like a dire wolf (its literally that superficial) accomplishes absolutely nothing.
Second, the are talking about reintroductions?? Even if they were actually genetically true dire wolves, which they're not, they're just dogs, where would they put them?? Where are these thousand-year-extinct animals' natural habitat that is missing them so? Their niche doesn't exist anymore, their environment or their habitat.
These animals are nothing more than a product to attract investors and are bringing up an extremely dangerous rhetoric.
What these types of projects are doing is diverting funding and efforts away from actual conservation of TODAY's struggling species. Creating a rhetoric where if a species that goes extinct can somehow be brought back reduces the value of the lives of the currently living organisms that are so desperately battling anthopogenic impacts. We don't need "de-extinction", we need conservation biology and sustainability.