Well, the reasoning in the article is that if you take A-TA-I-*301-WA-JA, keep only W-J and assume *301 starts with N, then you get a claimed Semitic root N-W-Y related to dwelling, except I wonder whether that shouldn't be N-W-H instead https://en.wiktionary.org/wiki/%D7%A0%D7%95%D7%95%D7%94 (Semitic isn't my area) so at best one fifth of one word matches two thirds of another therefore iT mUsT bE sEmItIc. A serious attempt at decipherment should at least try to explain the A-TA-I, or any of the other words in the sentence, for that matter.