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it seems to be the author's long-held belief that one of two primary reasons why advanced stats exist is for advertising purposes. that take in and of itself betrays a complete obliviousness to the world of advanced stats. it also creates a confirmation bias that ensures every new stat must be an ad

First line: "It is easy to miss the Match Momentum graphic the Fox network stamps onto its World Cup broadcasts." I'm fairly certain it's FIFA, not Fox, putting up those graphics. BBC shows them, too. The only thing Fox gets to put on the screen is the top left score box. FIFA controls the rest.

Murdoch's data center working flat out to calculate "match momentum" when there are two games going simultaneously

So the writer is confused that it's not an adverstisement for a company, and then insists that a Machine Learning algorithm and resulting chart must instead be an advertisement for AI? How does that follow, especially when this specific idea has been around for years in multiple sports.