HyGro,
Have you written a paper that got published in a top-tier journal? Most likely not.
How about this? Email Susan Chang, the chief editor asking if this editorial article is peer-reviewed. If you do, don't forget asking if there is an academic ethic issue that the two authors didn't mention their connections with Novocure on purpose. It is possible that Susan Chang might retract the article because she doesn't want the reputation of the journal tarnished under her watch. As a matter of fact, stigma is already there.
Thanks in advance.