The world needs more work being done in the way Hawkins and co. are doing it, and less in the mold of most deep learning/ML work. Why? He's actually trying to connect building intelligent machines with biology. This is a huge problem, but so few are working on it. Rather, we are all distracted by deep learning because of its recent successes in very specific problem areas. In a few years, when we run into its limits, Hawkins and people doing work like this will have a chance to shine (if they produce something that works, of course).