If this study found that MU had positive effects on sales most of these comments doubting the voracity of the study wouldn't be posted, they'd be believed without any questions asked.
The study posted in favor of MU (or at least neutral effect) got pretty much no comments at all. Might have been because it was a post linking a 3rd source (secondary source being Torrentfreak and primary the study on SSRN).
The truth of the conclusions, and the level of rigor in arriving at them would be unaffected by whether or not people would be pointing them out, or looking for issues with the paper.
