Everyone is free to make the speculation about anything but if you are aware with those then you are probably recognize that the analysis is really thrown off and doesn't seem believable on those articles. Sure they can make a big title about certain coins but in the end the only thing that is really important is about if the speculations are actually worth reading or not. Sometimes it feels funny to read some of those.
Sometimes those articles are there just to get readers, the speculation are done so they can get readers too. We don't have to believe everything we're reading as they're just opinion and not facts. The experts aren't always accurate too therefore we shouldn't make our choices based on what they say. Everyone isn't an expert but they'll claim to be experts and giving experts opinion about the cryptocurrency market, we just have to do our own research before investing.
Some project will pay some experts to write false speculation about their competition so they can chase away investors and then the investors will come and invest into their own projects that are working on similar products. There are alot of false articles during the bull market, some of them are just for hyping or to create fear, uncertainty and doubts for the projects that the articles are about.