Science fiction!! It was a science fiction outfit! Like todays's Trekkies!!
More seriously, if this kind of BS helps people find sponsors to continue digging, more power to them.
Money is the sinew of war..
I remember this TV show on the Pharos at Alexandria, fished out of the water by french archaeologist Jean-Yves Lempereur.
At one point you'd see Jean-Yves sitting on the jetty on the Pharos island, looking out to the sea, with his scarf floating in the wind, looking really inspired and I thought: "maybe he's overdoing it a bit..."
Then I thought "well, if it helps raising money for further research, what the heck.."
I may be an awful sinner but I really don't see what's morally wrong in tricking unsuspecting victims into giving their money to the Holy Science of Archaeology...
Amen brother.. We're on a mission from God..