I read this paper when it first came out a few years ago, and produced an implementation of the signal. They have heavily overfitted to historical data - many plausible alternative assumptions for which keywords are predictive are not profitable in backtest at all, let alone useful as a basis for future trading.
This is an unfortunate example of non-finance domain experts, who I'm sure are more than capable in their respective fields, making egregious errors when they try to apply their knowledge in finance.