Remember in the first page of this thread when someone filtered the ATC audio (background noise from foreground) and the last transmission was Ok. Well that pull you hear at the end is supposedly the jumpseater telling the crew to pull up.
We'll be able to confirm once the transcripts come out, but I've heard the same narrative as above.
Sounds like the PF got disoriented by the pitch up from TOGA being engaged, the buffeting from speedbrakes made him think they were stalling so he pushes it over (way more aggressively than you'd expect) freezes and then when they break out he comes to but by then recovery is impossible.