I don't really think that level of skepticism is warranted without cause, but humoring it for just a bit: does it really matter what the authors motives are? We

I don't really think that level of skepticism is warranted without cause, but humoring it for just a bit: does it really matter what the authors motives are? We have a long and detailed piece including interviews with SMEs and quotes from CEOs and marketing materials. It's takeaway is relatively soft: should we, as brand leaders, think more carefully about this?. If we can't learn something from this without understanding the authors motives then I'm not sure what media is left to safely learn from.