They propose just another magic bullet, with the difference being that their magic bullet may happen to be, say, some sort of cartilage. To me that's an unusual treatment, not an alternative treatment. It's just a new magic bullet. The editorial board of the Journal of Alternative and Complementary Medicine, of which you are the editor, includes some mainstream figures like former Surgeon General C. Everett Koop, along with international leaders in the alternative medicine field. The people on the board are interested in science, basically.
Science is science.
It's based on observation. If there are things that can't be explained in the biomedical model, then we need to learn that, and expand the model to account for the observations that are made.