"Not even wrong, but still making all these grand claims about revolutionizing everything" is a bit worse than just "not even wrong", though.

I mean, take quantum loop gravity. It might revolutionize, not everything, but quite a bit. Last I checked, it was as the same stage - not mature enough to make actual predictions. But it was touting itself as "there might be something here, and if there is, it could be really important", not as "we hold the secrets to everything".

I guess what I'm looking for is "under promise, over deliver". When you over promise your scientific theory, it stops looking like science and starts looking like marketing. That's... you know what a code smell is? That's a science smell. The more it looks like marketing, the more skeptical I am of it as science.