We agree that it is a good example. That’s a start anyway! 
Let’s keep this on track for the subject at hand though.
My issue is with the bias that you evince. You don’t like the fact that EMDR is commercialized, that getting certified to do it costs, and that the story of why it works makes little sense to you. To me those issues are irrelevant to the question of whether or not it is evidence based.
To me the questions vis a vis patients using it are these:
Does it work better than a control group and as well, better, or worse, than as “standard” approaches?
If so does it do so with any additional risk to the patient/client, less risk, or the same risk?
Is it any more or less cost effective both in terms of dollars and in terms of patient time investment?
Whether or not the proposed explanation is true is not one of the questions that matter in this regard. They matter to research, but not as a matter of clinical practice and use.
EMDR works better than untreated, as well as standard CBT, with no additional risk or cost either in terms of dollars or in terms of time. Full stop. I can endorse a patient using it with the same confidence I can endorse a patient using CBT.
Now you are stating that it is not clear that the alternating movements is not just a misdirection, a magician’s wave of the hands that has nothing to do with how rthe trick is actually performed. And maybe you are right. And maybe the homework given with CBT, that is standard according to CBT’s main bodies (as linked to in the past thread), is also a misdirection as well. The SciAm article at least offered a study that suggests some evidence that the same approach without the rapid alternation (fixed vision I think they called it) gave results that were not significantly different than with the rapid alternating part. To me the evidence is not complete to be able to say what aspects of CBT as done in the studies, and what aspects of EMDR as done, are essential and which are unneeded. Both should be subject to the same additional reviews to determine that. Meanwhile I am left with my conclusion as made: the approach works as well as standard CBT with no additional risk or costs and maybe less patient time investment than CBT as often practiced (since “homework” is usually required). Period. Patients can be told both work equally as well.
These are the key questions for proposed patient care options, traditional or alternative, not whether or not I buy into the proposed mechanism of action, and not if I like how it is sold.