Vanadium 50 said:
I also think the very premise is unfair. If Hossenfelder has a better approach, she should publish it. But "you're doing it wrong! You're doing it wrong!" is not helpful.
Actually saying 'stop doing it' is helpful in itself, especially in the chosen formats of public articles and popular books. The argument is that theoretical physics in foundations has not produced any spectacularly successful work after the Standard Model. The duration of this stagnation has even been dubbed a 'crisis in physics' precisely because this has never before occurred in theoretical physics for such a length of time since Newton; the problem is even worse considering there are more physicists alive today than in all of history combined since Newton.
Sociologically speaking, in the last 30 or so years there has been a strong popularising influence in the public domain. Most of this comes from influential scientists promoting MWI, SUSY, the multiverse and so on. This has an effect on the chosen career paths of a significant amount of young science students. Hossenfelder's book, as well as Woit's 'Not Even Wrong' and Smolin's 'The Trouble With Physics', form an opposing voice to unbalanced considerations aesthetic arguments in physics, which has become more and more popularized since Dirac, eventually peaking during the 80s, 90s and 00s. They argue that these unsuccessful theories of physics and their proponents have become dominant in science without experiment and that they continue to have a stable, ideological hold over physics, against which one must actively resist and fight against if theoretical physics is to return its previously healthy state.
Moreover, this has also led to many interested laymen, especially academics and scientists outside physics, to having accepted these models as scientific on the same level as actual canonical theories in physics. These academics, especially the more vocal ones, tend to have influence over university boards and connections across faculties, in other words, some role in selecting who will or will not get hired from the perspective and what ideas will or will not get funded from shared university funds; the recognizability and public familiarity of their ideas plays a significant role in these choices.
I suspect that Hossenfelder et al. realize that the adventure of science is not only an academic endeavor, but because of how science has become institutionalised, it is also a battle for the heart of the public. Given enough weapons and ammo, the public will eventually themselves start questioning theorists more strongly, this actually does occur seeing students are also part of the public; when this happens and these theorists are unable to properly account for why they haven't made any actually large lasting contributions to physics like their predecessors have, things will start to change in a democratic fashion i.e. their funding will get cut and redirected to other competing theories. In other words, science will finally self correct.
It is also important to mention that forcing a student to conform to some PhD topic tends to make him too familiar with some set of techniques and the associated mode of thinking, which biases his thinking onwards; this severely constrains his possible theoretical point of views. The hope is then that the aforementioned self-correction of the science will lead to a healthier theoretical milieu, one in which a theorist with a different, more productive point of view, will have the opportunity to arise naturally as has happened in the past since Newton, without getting screamed down by proponents of a dominant competing theory to which he is forced to conform to from pretty much the start of his career or risk career suicide, as is the situation today.