I've been pleasantly surprised at the tone of most reporting. I can understand the tempered perspective of this article, and I hope it gets more people to learn about the recent developments and genuinely consider them.
Side note: YouTube has been suggesting a lot of UFO-related videos this week, and so far only one had the X-Files theme. That's promising!
My interpretation is that you won't be able to trust any advice or recommendations because you'll have no way of knowing if you're reading the words of a genuine person or a well-placed ad. From the business perspective, your ads will be more valuable because it's a "better" way of targeting your market.
I could be wrong, but that's how I read it.