I have to deliberately separate two parts ... the paper was bad, but so was the way part of the reviewers handled themselves. Reading some of the reviews replicated in the Ketchum report thread, it seems some of them could not take the topic seriously enough to do a review of the substance presented, instead, just deliver their sneers and snark. I'm not trying to defend the paper in this case, I'm saying that sort of unprofessional treatment is a disservice to all involved and a discredit to Nature and the peer review process.
Regardless of how I felt about the topic or presentation, I'd be ashamed of behaving as some of the reviewers seem to have. If I couldn't treat it with more respect and seriousness, I'd have excused myself from the process.
MIB