"The paper isn't a real academic paper and itself also marketeer noise" is one of the options I've outlined as a debate position. But let's be clear: we started by calling research "phony" over something that would've been trivially clarified by reading a short paper. In order to even get to that point, I have to acknowledge that maybe you get to call research "phony" without seriously implying fraud. I have a hard time taking that as a serious, bona-fide argument.