The dire wolf may not fill a valuable niche, but I believe it's at least plausible that herds of engineered woolly mammoths would have a positive environmental impact.
I personally don't care if they "really" restore an extinct animal or not (perfect clone vs. hairy elephants). Their creations are cool proofs of concept for the genetic engineering tooling that they're creating and captures public/investor imagination much more than more mundane (but monetizable) aspects of the work, like working with massive amounts of data, gene editing tools, etc.
In a world that's rapidly getting warmer and more inhospitable to currently existing life, why do you think a wooly mammoth will 1) succeed at anything, and 2) have any sort of positive impact.
And, at the end of the day, the bespoke critters are visually compelling proofs of concept for tooling & technology that they can spin off and sell for more mundane purposes.
Over what timescale? They don't seriously engage with this idea at all. It's total lip-service.
Are they, though? This isn't a dire wolf, it's a wolf with a few genes tweaked to make it look more like a dire wolf. I see no evidence that they have any intention of pursuing the far more arduous task of actually preserving an endangered species or restoring one with all of its actual DNA, and I don't see a compelling reason to believe that introducing a lookalike in the wild will do anything to fill the gap left by the real thing.