" NITRATES is NOT TOXIC.. " is poor grammar and incorrect.
Nitrate is toxic for fish, just much less so than ammonia or nitrites. Short-term toxicity (as is considered for ammonia and nitite) is 100-200+ ppm, but is higly dependent on the particular fish being tested, and likely also variable with the water parameters. Long-term toxicity is generally down to or below half the short-term level for any particular fish, so in broadest terms, 50-100 ppm, but any particular type of fish may be within that range, or more sensitive or less sensitive. You cannot generalize for all fish, there is too great a variability from species to species. As with humans, there is also an age factor. Results of long-term toxicity include depressed immune systems, reduced fertility, poor coloring, reduced activity - i.e., a general reduction in health and vigor.
But you are correct that for hobbyists, nitrate is best used as indicator - that if nitrate is accumulating, so are phenols, pheromones/hormones, all the general DOC and the inorganics which are not readily measured and which are also undesirable in fish tanks. Nitrate level in FO tanks is an indicator of the general pollution level in the water. React or not to that indicator as you chose, but it is real and valid. Calling nitrate concern a myth and marketing gimmick reflects a lack of both knowledge and understanding on the part of the person so stating.