Just read it this morning and I found myself "speed reading" through some of the scientific sections. Where's Professor Lipton when I need him to 'splain the deep stuff to me?
Prior to reading the article, I'd always thought of smoke taint as an A/B, Yes/No, Evil/Eviler proposition, but if I squint, I can kinda see that for some people, it can be an "I know bad wine when I taste it" situation. Personally, smoke taint is like TCA for me -- a little bit ruins the entire experience. And having tasted extensively from the Paso Robles 2020 vintage, not only is the ashiness from the first sip noticeable, but it reverberates on into whatever wines I'm tasting after. When involved in tastings that incorporate that region/vintage I'll always save those for last, so as to not contaminate any wine other than those that might already be afflicted.
The reality is that, just as with TCA taint, most consumers aren't going to register the wine as flawed as much as they'll just not like it and never order it again. Sure, brushfires may be part of the terroir in the sense that the wines reflects the conditions they were grown in, but not all of it can be disguised as bourbon-barrel aged Malbec or a generic red blend.
-Eden (isn't it odd that virtually every winery dealing with smoke or too much rain always seems to have just harvested before the fires or the watery deluge?)