Malcolm Gladwell is purporting to communicate factual reality. If he discards good arguments and evidence to entertain, then he is doing a real measurable harm in a way that Dan Brown is not.
It was published with a preface titled "FACT" claiming that all the secret societies and rituals and documents in the novel were historically accurate. That was the book's whole schtick.
The author specifically claimed that certain parts of the book - he listed exactly which parts - were documented historical truth. Isn't that "purporting to communicate factual reality"?
More so that Gladwell, in fact - I don't think any of Gladwell's books ever had a "the following parts of this book are historical fact" preface! (though a few of them could arguably have used one...)