I'm not sure what kind of evidence or reason you're looking for, I think their assumption is pretty sensible.
> This isn't how SSH works
Maybe I'm just naive, but the wording of it to me seems nontechnical enough that I think the author is skipping over things on purpose. For example, how exactly that "far way" host he thinks is involved.
I'd personally imagine it's a reverse shell type deal going on, although why SSH needed to be involved in that I'm not sure. Could be just a hacky implementation. But it's really not that far removed from sensibility, vendors popping reverse shells without authorization really wouldn't be new.
> It is clearly intended to draw traffic to their company website, which is some kind of venture-backed security startup.
Didn't even notice that. Can't imagine too many other people did either. So maybe not so clearly?