I'm not sure that what they think they are doing is correct - it would be what they say they think they are doing, and reliable sources suggest that what they say they think they are doing is misleading.  The recent APA report says that what they say they think they are doing is not what is happening.  They say they think they can change people from having homosexual attraction in way that minimise this, or even have heterosexual attraction.  The APA has said quite categorically that there is no evidence to support claims like these.  I don't see that people's delusions, even if they are experts, need a place in the lead of an article in which they only feature marginally.  They feature marginally, because the therapy is seen as fringe by the mainstream psychological and psychiatric communities.  The only people who take it seriously usually do so from a religious perspective, and the APA has also stated that religious interests have no expertise on these matters, and should stick to religion.  It is a fringe theory, because very few practitioners in this area hold it as having any merit, and there is no evidence to support it.  It is to psychtherapy what 'The Holy Blood the Holy Grail' is to religious history.