The causal incrementality of ad spend is rarely negative. You expect to see decreasing returns with additional ad spend. For each dollar in ad spend, one advertiser might want to see $3 in revenue, another $5. Incrementality studies then allow advertisers to tune spend to their operating points.
Facebook does like money. Do you think lying to the biggest advertisers in the world is the best long-term strategy, or do you think instead it might be better to report out the most accurate results possible?
Yes, that's what the article says. The research paper says:
"Several dozen optical echelle spectra demonstrate that HR 6819 is a hierarchical triple. A classical Be star is in a wide orbit with an unconstrained period around an inner 40 d binary consisting of a B3 III star and an unseen companion in a circular orbit. The radial-velocity semi-amplitude of 61.3 km/s of the inner star and its minimum (probable) mass of 5.0 M (6.3 ± 0.7 M ) imply a mass of the unseen object of ≥ 4.2 M (≥ 5.0 ± 0.4 M ), that is, a black hole (BH)."