Australia's $24 million plan to stop cows from burping so much

Quoting from food.change.org blog:

Cows may moo, but more often, they burp. A lot. But it's not cows' uncouth behavior that bothers scientists and environmentalists. It's the fact that every time a cow belches, it releases a little burst of methane into the atmosphere. Methane is about 21 times as potent a greenhouse gas as carbon dioxide, so all that burping contributes to global warming. 

Are these folks just full of it? There's more to this potent story here.