As given in the article, BlockTrail Mint does not accept payments in the form of US Dollar. You need to pay them with (old) Bitcoins, to receive freshly mined Bitcoins. It is like paying $110 in old United States Dollar banknotes, to receive a freshly printed $100 banknote of 2015 vintage. They are trying to fool normal Bitcoiners and that's all.
I'm sure there'll be a few suckers just aching to immediately devalue their brand new coins. What is the premium if any? I can't find any mention of it anywhere.