" I skimmed the article and I think the argument is fundamentally specious -- a lot of vague sort of non-argument posing as argument. You know, this thing (pipe smoking) is carefully juxtaposed to this other thing (reading printed matter), some vague analogies are drawn or merely hinted at, words like "long associated with," "resembles," "reflects," "is an apt analogy for," etc. As with so much scholarship (ahem) of this type, mere coincidence gets presented as firm evidence of causality or at least a more substantial connection than really exists. And the people that produce this kind of stuff don't even really know how specious their arguments are, nor do they even know they should care. What they know is that they've very cleverly presented some "evidence," framed it within the rhetoric of an argument, and said something new in an elegant, carefully crafted way. This kind of stuff will get published somewhere, and publishing is the name of the game.
But, there are lots of folks who work in my field who take this kind of stuff for the nonsense it is. It's just that there is ZERO incentive to make a stink and call people out on it. Occasionally it will happen, but not frequently. I know a guy (no, this isn't that kind of story, ha ha)...I know a guy who published a similarly clever, well-written book that really failed to make a real, solid argument and one reviewer actually panned it precisely for the fact that it used specious analogies and vague associations of different phenomena as substitutes for an argument. I haven't read the book, but I read the abstract for it and immediately thought "Bull shit!" I was kind of surprised to see it panned by a fairly prominent professor. But usually that kind of thing just doesn't happen. When I was a grad student, two of my advisors told me the same advice -- only review a book if you like it, if you have the time to read it and you'd like a free copy of the book. Otherwise, don't do it! Because book reviews don't really count for much as publications and there's really no point in making enemies before you have tenure by doing a critical review of a bad book by an established scholar. Lots of downside. No upside. That's part of the reason you have absolute nonsense getting published, which then occasionally gets noticed by the "media at large". Most of what gets done in my field is actually decent, reasonable research, but it's going to be boring and in many ways impenetrable to non-specialists."