There is both a scale disconnect (the signal being introduced by the electrodes vs the thousands of isolated communication channels which operate independently) and a causal disconnect (you have no idea what happens between the disruption and the observed behavior). A lot of TMS studies suffer from these methodological flaws as well.
Rather than saying things like this "opens the door to improving cognitive performance across a wide range of domains" they should be saying "we have no idea why this works at all, and you should absolutely not try this at home."