For instance, from 2008 to 2014 they pushed the message that rhino horn was being used for medicinal purposes. As early as 2012, some intrepid investigators started to make the case that that wasn't what was driving the poaching crisis. There is now a growing consensus that Traditional Chinese Medicine (TCM) was a red herring all along [1, 2].
I believe they're wrong about biofabricated horn too. If you're interested, you can read my rebuttal to their objections here:
https://sosv.com/why-pembient-is-confident-in-synthetic-rhin...
TL;DR: We have Nobel Prize-winning theory (Akerlof, 2001) underlying our proposed intervention.
[1] https://twitter.com/savetherhino/status/798885174520016896
[2] https://wildlifejustice.org/cn/overlooked-rhino-horn-demand-...