pretty sure he's talking about processes - a successful company is one that has figured out or is constantly figuring out what processes to do in what order. He just tried to read godel escher bach and all he grabbed was 'loops'.

Maybe he's talking about the hyperloop.

I think my assumption is that he just read Hofstadter’s I am a Strange Loop and now wants to see the world and talk about the world in a strange new way.

yeah either I'm dumb or they just don't explain what that means