While I agree with you, this type of argument doesn't persuade a person from falling to confirmation bias. And the number of people who'd believe such a thing, far exceed the number of people obsessively posting (and trolling) online about it.

The New York Times is only going to magnify this effect. The skeptical argument has to acknowledge the inappropriateness of some of the pizza shop's Instagram posts.

I initially thought it was a great example of false persuasion.

However, after looking at the Vigilant Citizen article on it, it seems like the ultimate example of false persuasion. It is super bizarre and intriguing, but obviously false.

I still don't understand why a "kid-friendly" place is posting photos on their Instagram with people engaged in sex acts on top of slices of pizza. Not to mention the references to crude sex acts, occult rituals and (objectively) creepy photos of kids.