Yeah, I'm currently in the "unless you are paying me to provide opinion, examples and explanations about this stuff, I am certainly not going to volunteer any of that" camp.
It's incredibly emotive, and I can see why, because the most prominent firms involved in its promotion have all the ethical standards and instinct for truth of a Tory party conference, but there's a fuck of a lot of magical thinking, misinformation and simple error floating around.