In every field there are some 'scientists' that are more obsessed with getting publicity than they are with getting the science rigorously correct. In their defense, sometimes their organization's Public affairs office is to blame- writing a press release that greatly oversells the work, but often the blame falls squarely on the 'scientist' in question... Given Harold White's repeated history of dubious claims along these lines I suspect the blame falls entirely on his shoulders.

I would not take him very seriously...

Of course Ethan is also engaging in self promotion as well, but- from what I have seen- he does so in the service of educating the public- unlike some self-proclaimed educational celebrity scientists ( Yes, I am looking at YOU Michio Kaku) he seems to take his responsibility seriously...