The public understanding of fundamental physics research and the credibility of the subject have suffered a huge amount of damage over the past few decades, due to the overwhelming amount of misleading, self-serving BS about parallel universes and failed speculative ideas put out by physicists, university PR departments and the journalists who mistakenly take them seriously. I hope this latest is the beginning of a new trend of people in all these categories starting to fight hype, not spread it.
Source: Not Even Wrong
Darwiniana 