Well because it is not talking about your product that is what would've created the publication. But what is argued is the research should just be properly published. That publication would have been some advancement in enzyme research and not "Hey we pretend our fancy model created new research and we forget to mention that it was queried for weeks by experts in the field constantly correcting the model whenever it did something wrong until it resulted in something that the researchers could also have created on their own"

Tbh I might be misrepresenting the original post, because in this case I did not read it, but for your point I feel like I also don't have to

> Let's say "anything talking about your product is selling something instead of doing science"

you are gonna be so stunned to find out when more than one thing can be true at the same time

are they doing science? yes. are they selling something? yes.