Even particles aren't actually particles, nor spin states actually spin states. The map is not the territory. Physics models are only useful (and "correct") to the extent that they make successful predictions. If the adaptation of these principles to social communication yields useful predictions, then however inaccurate they may be in reproducing the exact nature of what they model, they are nonetheless useful and therefore worthwhile. FTA: "In summary, we review both empirical findings based on massive data analytics and theoretical advances, highlighting the valuable insights obtained from physics-based efforts to investigate these phenomena of high societal impact."