t4p and others have posted links to sites with geology information. One of them talked about coal seam gas and explained that it is much more difficult to extract for various technical reasons.
The upshot is that the recoverable reserves from 18 trillion may be substantially less and at a higher cost per cf. Also, it is very relevant where the gas is as the price is massively variable depending on whether you can get it to market or not.
I don't know anything about the company you are talking about and so I really can't say which, if any of these factors are relvant to them.
Cheers.
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