Its hard to discuss since the article goes into considerable detail in opposition to your position, and you provide no detail beyond something paraphrased to it

Its hard to discuss since the article goes into considerable detail in opposition to your position, and you provide no detail beyond something paraphrased to it would be too difficult to do what was actually done successfully in the article. I read the article; or at least a deep skim. Its examples, data, and arguments are pretty convincing. Lots of interesting data and citations provided in support of the theory. If its a wrong theory, at least its well documented and interesting to think about and leads down interesting paths. Insert fairly obvious analogy to string theory.