Evidence is increasingly apparent that current global action is insufficient to maintain earth’s average warming below a 1.5℃ increase above pre-industrial levels (IPCC 2022). Technologies that have risen to meet this challenge span a diverse set of industrial and natural based solutions, yet questions persist as to their cumulative and individual ability for implementation at gigaton scale of atmospheric CO2e reduction. Earth RepAIR, founded at the University of Wisconsin-Madison, is a nascent direct-air-capture (DAC) CO2 to concrete entity focused on decarbonizing the cement industry. The concrete industry holds notoriously high CO2e intensity through the production of clinker, a process that has allowed concrete to claim 7% of global carbon emissions (Ali et al., 2019). Earth RepAIR aims to enter into carbon markets, an economic space that is shaky at best and greenwashed at worst. As a directive of the NSF I-Corps market discovery for Earth RepAIR, this qualitative interview-based study aims to identify the progress of atmospheric drawdown solutions in achieving climate goals amongst premature markets. Questions focus particularly on carbon offsetting as a primary tool to provide tangible climate mitigation. Analysis regards sustainable finance alongside public incentive in driving climate progress forward and considers enterprise level data in extrapolating a broader understanding. As markets attempt to force climate progress into a capitalistic framework, further questions evolve regarding how sustainable trajectories may coincide with profit incentives and an unrelenting growth model. To address these challenges, actions must be directed within the current financial incentives framework through a process of constructing sustainability within capital markets.