Interesting. But... what is "Permanent White?" I see no Color Index name. From where have they sourced this "new grade of titanium white?" If it's so great, why aren't other manufacturers talking it up? Kremer Pigments doesn't have it, just plain old common titanium dioxide rutile -- and Kremer has everything.
They're right about calcium carbonate, historically speaking. Colloidal silica, I'll take their word because I've used it.
Whence came this test that compares "common" titanium white with their proprietary mix?
It is true that lead white is highly toxic--if you eat it or inhale it. If you're going to mull your own from dry pigment, better be careful. But once it's bound, long as you don't go licking your brushes, or rubbing it into cuts (actually I don't know how dangerous that is with lead white; with genuine vermilion it is dangerous indeed), it's quite safe to use.
Interesting as well that they claim their Naples yellow is "Naples yellow without the lead!" Sorry, but despite the enthusiastic exclamation point, by definition, if it ain't got lead it ain't Naples yellow. You might just as well claim there's such a thing as lead-tin yellow with no lead. It would be more honest to do what everybody else does, and call it Naples yellow hue.
I'm sure they're a good company. Just remember--if it doesn't have a Color Index name, you don't know what's in it.