Well, when I see public relations taking precedence over science, I detect something fishy.
No, DNA is not at its pinnacle, but in 2002 it was good enough to prevent this kind of thing from happening. The problem is that Ruffman et al decided to put too much credence in tooth analysis, and not enough in DNA. The resultant DNA signature should have been good enough to show that the Panula family was never a viable option for a match candidate. Actually, this comes down to another point I should make. Tooth analysis is subjective, dependant on expert opinions. And we know now it was just simply wrong. DNA results are more "pure". No opinions, just numbers, from which you can do the statistical analysis. Why was "opinion" allowed to take precedence over much more trustworthy data? Well, only the scientists in this case know, but I suspect that with a TV camera over your shoulder and wanting results, that has to be a deciding factor. And yes, I have emailed the TV company to ask them about the situation and never received a reply.
As for Alan Ruffman, he told me of the article in Voyage 60, and also pointed out that he was preparing a paper for a peer reviewed journal, and that he wasn't going to say anything more on the subject. At least till then.