I think these stories are fabricated to make it sound like oil supplies are short to rationalize high prices like gas over $3.00 for over 1000 days.
The Green River shale does not have crude oil that has been cooked out of the rock like the Bakken or Eagle Ford. It is a less thermally mature formation
It can only be produced by retorting, essentially cooking the shale to release kerogen, which is made into a synthetic crude oil for use in a refinery.
It is significantly more expensive. That $35 number turned out to be far off when Shell did their Mahogany Pilot project and turned the theories into actually flowing wells.
Mahogony Oil Shale Project
http://www.shell.us/aboutshell/projects-locations/mahogany/technology.html