Anyone claiming that string theory is part of "the standard model", when proposing their alternative theory, is probably a crank.
Anyone deriving "E=mc²", and claiming that as evidence of their theory, is almost certainly a crank.
I just read quite a bit of the summary.
Honestly, I don't really care if they are cranks. The theory makes for a fun read, and they have a lot of interesting ideas.
Trying to identify where their theory is wrong is a fun exercise, at least for me. It also helps reinforce my existing physics knowledge when I see multiple perspectives, or alternative models of measurable phenomena.
The cool part about this theory is they have some pretty specific predictions, like the resting mass of the Neutrino (~2.2eV).
They also hypothesize that the Electron is made up of 10 Neutrinos arranged in a Tetrahedral pattern, and also hypothesize that the weak force can be explained via solar Neutrino bombardment. Which would theoretically be pretty easy to test, just test the radioactive decay of different materials in different Neutrino densities.
Sometimes I am wondering what if there is theory which have been on right track but it's (false?) falsified and already forgotten. Sure theory could be incomplete or incorrect on some ways but would that right part be noticed? For example I think it's too easy to imagine world where relativity or quantum theory would be socially falsified and/or left without any attention.
Simple example experience I had when I was beginning of my physic studies (which I never finished) was when discussed with elder/smarter student about wheel friction. I was explaining that I had figured out that wheel spin actually matters when there is also side slip. [Total slip direction is dependent from spin speed.] But because he -knew- that wheel spin does not matter and he -knew- that he was better/smarter/etc. he was so focused to correct my mistake I was unable to convince him. How much this happens on higher stakes?
So if situation is that there has not been much progress for a long time I think it could be valuable also understand these failed theories and of course very importantly why they are falsified.
When I am working with hard problem I usually go this order:
1. Describe the problem.
2. Describe bunch of naive solutions.
3. Describe problems in those naive solutions.
4. "Describe problems in those problems": Why some of those problems do not hold water. Those can be workarounded, fixed or they actually are not really problem in this case or maybe some combination of naive solution properties gives working solution.