you went from "it makes no sense/is complete rubbish" to "if the Phoenix don't already know this then they need to get their heads read"
I'm not saying it does or doesn't make a difference. I'm saying itd be interesting to use data to find out if it does and if so by how much - if done correctly (which I went on to say that it appears these guys haven't done it correctly as they haven't factored other things in)
I don't know if the nix have thrown any money at it, but it seems basic enough that it is probably a contra deal, where the nix and A league release these articles mentioning the company and the work they do, and the company does some (not necessarily what is published) analysis for the nix.