I'm curious what the business play might be for CA in his case. Maybe a few NKS and Mathematica sales, but those are for the curious, because it's it's just interesting stuff that might have an application in a few places.
I think it's just something that catches the press and gets publicity. Then someone looks at their products and maybe likes what they see(Mathematica is pretty neat). Kinda like a foot in the door. That or Wolfram really does feel that automata are extremely important.