Hawking and his "brand" did immeasurable good for humanity, though.
First of all, as the author acknowledges, his work actual scientific work brought huge steps (leaps, even) in the field of cosmology. To say he doesn't stand up to Einstein is probably wrong from both directions: that Einstein was an untouchable intellect, himself; but also that Hawking wasn't as brilliant, which I think is clearly debatable.
Second, Hawking's "brand" inspired generations of people to go into science. I have no doubt in my mind that we'd have fewer people in hard science if it weren't for him, his inspiring personal story, those books, and even his pop culture appearances.
What was the author's point here? That Hawking may have written less of those books than we think? That he wasn't the top theoretical physicist in the world at the end of his life? Sounds like this guy just wants to hawk someone's book.