YES, the media can exaggerate the result of a single study and people will overreact to it (see: "margarine is healthier than butter," then more recently the reverse). In this particular study, the results may not be conclusive enough to act on; that aside, there ARE other health studies that have been successfully repeated (for example, the negative effects of hydrogenated oils/trans fats) that are also frequently dismissed by a media-weary public as yet another "health scare meme".
The "trans fats are bad" idea is finally going mainstream, but IMO it took years longer than it should have because of the media's tendency to jump at the first study showing a surprising result, and thus inuring the public to "bad health news," which a majority of people then proceed to ignore (and a minority jump onto the latest bandwagon).
In the case of standing vs. sitting, I saw this study months ago, and at the same time I started feeling uncomfortable sitting for long periods, and the combination caused me to build a standing desk. I'm now standing most days, and for me it's a great improvement -- YMMV, and not saying it proves anything but possibly that my circulation wasn't so great.
Regardless, I'm on this particular bandwagon, and it improves my QoL, so I'm staying, regardless of the scorn people may have for health fads. ;)