I made an accurate summary of the study. From the Results:
"Although the difference observed was not statistically significant, the 95% CIs are compatible with a 46% reduction to a 23% increase in infection."
The points you are raising about limitations in no way affect the conclusion of the work. Short of putting infected people in a room with uninfected people, there is no ethical way to test the hypothesis that "masks could decrease disease transmission from mask wearers to others".
But since it's pretty unlikely that masks are effective in one direction only, this is the highest-quality evidence we have that they have no effect in one of the two directions.
> Finally, I don't think it's clear that a randomized controlled trial is the best method to answer this question.
A randomized controlled trial is always the gold standard for an intervention of this sort. But yeah, you can't do one for that hypothesis. So you're stuck with something that is fundamentally un-falsifiable. The best you can do is try to do what people have done so far: look at populations, and see if mask mandates make any difference, or ask people who caught Covid if they wore masks, or do similar things within families.
This is called retrospective cohort analysis, and it is low-quality evidence, at best.
> Aside from ethical concerns, you can't give someone a placebo mask. Shouldn't we assume that people will behave differently when they're wearing a mask?
Yes, we should assume that this might happen. It could well be true that wearing a mask makes people be more careless about distancing, for example. This is called "risk compensation", and is a well-known phenomenon in public health.