The title is oversimplified clickbaity, and their actual finding is [from abstract], and my reaction below:
Our main conclusion is that for most of the more interesting consumer decisions, those that are “new” and non-habitual, prediction remains hard. In fact, in many cases, prediction has become harder due to the increasing influence of just-in-time information (user reviews, online recommendations, new options, etc.) at the point of decision that can neither be measured nor anticipated ex ante. Sophisticated methods and “big data” can in certain contexts improve predictions, but usually only slightly, and prediction remains very imprecise—so much so that it is often a waste of effort.
My initial reaction on skimming it is "savvy consumers are becoming increasingly desensitized to a sea of Facebook ads, Amazon fake reviews and rigged star ratings, undisclosed compensated influencers", aka the "unprecedented information environment" as the author describes things. I wouldn't call an Amazon review or FB ad/influencer post/affiliate link "information" as distinct to "this laptop has a rated battery life of 18h" or "this toaster comes in the following 5 color choices"; it's simply an influencing attempt; whether those contain any information (/misinformation), and whether users trust that they contain accurate information, seems to be something the study doesn't want to look into. Really the authors seem to be giving a very-judgment-free pass to anything calling itself "information".
Consider "unprecedented information environment" could also characterize the 2016 and 2020 US elections, 2016 UK Brexit referendum and 2022 Philippines election: "it is important to first understand how consumers make choices, particularly in the current information environment in which they have access to an unprecedented amount of information at the time they are making decisions." [obviously third-party political advertising is far less trustworthy than consumer advertising, but still].
What if the authors merely succeeded in proving that the rise in targeted influencing attempts has rendered the public more wary of targeted influencing attempts?