What is the flaw in their experiment, how they made the measurement, or their conclusions?
Good marketing is not telling lies, not to be mistaken for the truth
In case of single wire, the whole audio spectrum run through this wire.
The moment you go bi-wired, the signal running over the two cables will differ.
The tweeter has a high pass filter, hence none of the current intended for the woofer will enter this cable because the filter effectively blocks it.
Likewise the woofer has a low pass filter, hence the higher frequencies won’t enter this cable.
Now the big trick, compare any measurement e.g. IMD as in the article using the single wire and the tweeter wire or the woofer wire and there will be a difference.
Small wonder as the signals differs!
A real proof would be to measure the signal after the filter.
Go single wired to the speaker, measure the IMD at the connectors of the tweeter
Go bi-wired to the speaker, measure the IMD at the connectors of the tweeter.
Likewise the woofer.
If this show a difference, they do have a point.
They probably have some very good reasons not to perform this test
BTW: as single and bi-wires are different topologies, it is thinkable that there is a difference.
However, as all the relevant properties of speaker cable (resistance, capacity, inductance) are very low, this is not very likely this will be audible.
http://www.audiomisc.co.uk/Electronics/audio/biwire/Page1.html