Ok, I'll stop trolling now.
Whenever I read science written to be so opaque and mysterious and self-congratulatory as that article, I become inspired and I just GOTTA put on my blue pointy wizard's hat and start revealing the Deeper Truths of the Universe.
Forgive me.
It is a poorly-written article.
Ping pong.
If a ping was scent in the forest to an udder failure, but nothong was there to be scene when it went by, was it really herd at all?