More referring to the general trend, even among commenters. This is not a perfect example, since you can make the argument that the audience is other investors

More referring to the general trend, even among commenters. This is not a perfect example, since you can make the argument that the audience is other investors who want to some trend forecasting and have a generally conservative mindset. But it does bring up another possible reason for this behaviour: for those with a stake in maintaining the status quo it now makes sense to attempt to fight commoditization through marketing/lobbying disguised as journalism now that ethics in journalism is ebbing and the cost to publish a blog is low. I personally think it's a result of the success so many brands have had in tying brand choice to personal identity and tribal affiliation, but that doesn't apply to the writer of this piece obviously.