This is fantastic, isn't it? Provided it is genuine of course. Obviously there are further questions to ask, such as those identified in the OP, but this project has the potential to revolutionise the meat industry. Farming is such a major contributor to global warming, so this could be an incredible step forward towards combating the problem.
And the animals won't suffer in the biopsy, it'll only be a small amount of muscle cells (or whatever they use) being removed.