my wife is a behavioural scientist - and she broadly agrees - she's called out people like BJ Fogg and Dan Ariely publicly on how they sell their simple models to C-levels who think "job done" - but also she's becoming very self-aware of how much BS has had a net negative effect.
(But it's also the same with UX - couple of years back I had a session where I was explaining nudge/sludge/intervention/dark pattern to supposedly experienced UXers)
(Her profile https://www.linkedin.com/in/elinahalonen)