Everything suggests that it was just science in action. There was an experiment, and it failed to reject the null hypothesis of 'no thrust'. A few groups have repeated the experiment, but not to the experimental power needed to thoroughly reject it. This test seems to be a more definitive rejection of it, but we're still not sure why there was any thrust measured in the first place, though there are some pretty reasonable leads on that.
Let a few more rounds of experimentation and refutation go through, and if it's clear it can't work at all, and they stay in business without pivoting, then we can breeze right past hoax and jump to fraud. Time will tell about it, I guess.
I think, if nothing else, this is the take-away from the entire EM-drive analysis. I like it because it applies to many things, including software.