I think at that point, the burden is on the company to prove its value.
The paper is here: https://arxiv.org/pdf/1002.2284.pdf. They do a sketchy reduction to an extremely stylized model of the market from the knapsack problem and 3-SAT.
https://www.amazon.com/Efficiently-Inefficient-Invests-Marke...
The EMH does not imply that any particular market is efficient, and if the market isn't efficient, the EMH doesn't apply.
Lots of people do appear to assume the axiom "All markets are efficient", but that is plainly incorrect.