It is certainly true there is more pressure to churn out new results than to drive another stake into the heart of prospects that appear unlikely to pan out. This approach, of course, assumes the risk of wasting time and resources barking up the wrong tree. On the other hand, the research that is done will eventually force them back onto the right path. If there are serious flaws in the model, it should collapse under its own weight at some point - and hopefully sooner than later.
Scientists, on the whole, tend to do a poor job explaining why they pursue one idea and not others. Their peers understand, and that's about all that matters to them. Unfortunately, the people who end up trying to explain it to the rest of us are lesser experts and occasionally give ambiguous, even bad information. This just fuels the fire, sometimes to the point people think they are being deliberately misled. There are also those who take advantage of this to promote their own agendas. Their motivations range from scamming for profit, feeding their own delusions, or simple puffery. These are the spiders that spin the web of deception. You don't have to google much to find them. Skepticism is your friend.