sometimes these articles have a purpose of advertising a certain service though. I am not saying t his is the case for sure but it certainly looks like it as there is no other reason for doing such analysis in first place. and the results of it are somewhat predictable. in other words you could have guessed that bitcoin adoption has been increasing and with it obviously there will be more distribution hence less coins in one address/wallet.
no to mention that two major events led to a lot of funds moving around: 1. the ATH which makes anyone sell at least something. 2. the dozens of bitcoin forks which were practically free money giveaway and people moved funds around hence the more transactions
I see where you're coming from. This is the crypto world, and it's only smart to question people's motives. You're correct that this could very well be a marketing attempt. You're also probably correct that they only really stated the obvious for people who can connect the dots. I still welcome these figures though. I mean, everything we say is really just conjecture until someone shows up with numbers. These confirm some suspicions, at the very least. Maybe it will also get people to stop complaining about whales because it paints a picture where coins are distributed a bit better.
That is all, of course, assuming that they're actually good at what they do and that the numbers are as close to accurate as possible. I don't think there's really a way to confirm that though.