Let's go back a couple of hundred years and assume that some company figures out how to make much better telescopes. Astronomy is changed completely, astronomers who use these telescopes can discover unknown celestial bodies. The company keeps on refining their technology and announces the discovery of 722 new stars to boost the sale of their telescopes. Should we be angry with them that the announcement does not meet the standards of astronomy? Mock them if three new stars turn out not to be stars after all? Can we force them to publish their findings in astronomy journals?