This is certainly a nice paper, but it is also a bit puzzling that this was noteworthy enough to be published in Nature.
It is probably hype, but if that sentence is taken literally it would be huge.
The limits on human innovation have historically been chemical/materials science related rather than a lack of imagination. Anything that allows search to be deployed on things that don't even exist would be ... well, big.
It's not really that hype but it's also neither that novel and results in this type of domain still have to be verified through other means. $foo2vec papers have been doing this for several domains, framed as text retrieval and link prediction / knowledge base completion, for a few years now.