Havoc in the land of freakonomics

I just stumbled upon a short article in the Economist's Voice called "Freak-Freakonomics". The author, Prof. Ariel Rubinstein, attacks Levitt's book Freakonomics by claiming that it really has nothing to do with economics. The article is very critical of the book and spares no arrows. It almost looks like the "war of economists who want to get published". Although there have been some "wars of statisticians" over the centuries (e.g., that between classic and Bayesian statisticians), here the war is not over the data or the modeling. It is over the importance of the questions asked. I bet that the outcome of the publication of this article will actually be an increase in the sales of Freakonomics...