even if you have your armset wrong, over even up, or superglued, or frozen, or full of M&Ms, you would as a normal pilot never pull while your aircraft is 15° attitude nose up and you have stall warning (might be not be audible because of the big fuss in the cockpit).
These guys pulled because they wanted to pull. There is no remark on the tape that there was something wrong with pulling (only later when they were completly stalled). The same seams to be on the other AF incident I was referring to (AF471).
That's a strong indication to me that they thought pulling is good.