It’s not just “doing it wrong”, but hyping a shallow take to the exclusion of other kinds of work and critical thinking. It becomes something like a thought-terminating cliché. My usual approach is to be a public skeptic of pet methods and encourage people to come out with specific counter examples if they have them. Plenty of other people have the positive promotion angle covered, especially in SV. I’m not sure how you could do that with “just enough research” but I wouldn’t be hurt if someone went at it. I guess researchers with an academic background have said “you can’t call less rigorous methods” ethnography and such, which is a fair point. And it’s a great starting place for a discussion of how much rigor is necessary in a particular context.