From the article:
Who doesn’t like a pretty idea? Physicists certainly do. In the foundations of physics, it has become accepted practice to prefer hypotheses that are aesthetically pleasing. Physicists believe that their motivations don’t matter because hypotheses, after all, must be tested. But most of their beautiful ideas are hard or impossible to test. And whenever an experiment comes back empty-handed, physicists can amend their theories to accommodate the null results.
This has been going on for about 40 years. In these 40 years, aesthetic arguments have flourished into research programmes—such as supersymmetry, the multiverse and grand unification—that now occupy thousands of scientists. In these 40 years, society spent billions of dollars on experiments that found no evidence to support the beautiful ideas. And in these 40 years, there has not been a major breakthrough in the foundations of physics.