UCTL Process flow diagram (click for an enlarged picture), source
My comments
One cannot strictly compare the UCTL process to UCG (underground coal gasification) process. UCG technology aims to utilize stranded coal resources (not necessarily limited to lignites), and therefore requires some capital outlay for advanced (horizontal) drilling equipment. On the other hand, from the information available, it seems that the UCTL process works with mineable coal seams as well (seam depth > 50 m). Whereas previous UCG pilot tests have established to some level of certainty that groundwater pollution can be avoided, this is doubly important for the UCTL technologies where significantly higher quantities of water and other chemicals (catalysts) are likely injected. Other competitors to UCTL processes include the Syntroleum-Linc Energy air-based UCG-synfuel process also produces above-ground Fischer-Tropsch liquids from air-blown UCG syngas.
Two other issues might also be important: namely, the availability of supplementary "natural catalysts/impurities located in all coal seams" (coals are necessarily heterogeneous) and the real extent of zeolite-formation and CO2 sequestration.