Like saying "I don't have time to take a shower, because my bath takes an hour"
I think the reason this "entirely unexciting" study is getting attention is related to one of its author's having a talent for self-promotion.
Most treatments studied are patented drugs, I never see these types of comments about those.
"Quantum measurement is nothing more, and nothing less, than a refinement and a readjustment of one’s initial state of belief. [...] Let us look at two limiting cases of efficient measurements. In the first, we imagine an observer whose initial belief structure ρ = |ψ⟩⟨ψ| is a maximally sharp state of belief. By this account, no measurement whatsoever can refine it. [...] The only state change that can come about from a measurement must be purely of the mental-readjustment sort: We learn nothing new; we just change what we can predict as a consequence of the side effects of our experimental intervention. That is to say, there is a sense in which the measurement is solely disturbance."
https://www.perimeterinstitute.ca/personal/cfuchs/Oviedo.pdf
You could be right, That is what this sounds like to me though. According to the model there is a 50% chance the coin will land on heads, until you flip it.