I am a physicist, studying dark matter.
Firstly, It would be nearly impossible to prove that dark matter definitely does not exist.
And secondly, there are no alternatives to dark matter that come even close to explain our universe as successfully as dark matter.
That doesn't mean it's right, but any explanation without dark matter is not favored IMO.
Confusingly, direct observation does not mean the same thing as direct detection.
This study "directly observes" a hypothetical dark matter signal. However this is distinct from direct detection experiments, where a dark matter particle is found in a collider.