Hah... Maybe they've figured out that most of their readers are the same pseudo-intellectuals that will misunderstand things like Schrodinger's Cat and refer to it like magic, quietly hoping that other people will look up to them as all the wiser for having referenced it. Like a bartender I met a while ago that confessed to me that he and his wife interpreted quantum mechanics in a way that borders on religious, using it to discredit the concept of free will altogether.
> Take gravity, add quantum mechanics, stir. What do you get? Just maybe, a holographic cosmos.
Something tells me I'll be hearing a lot of confused misinterpretations of this over the next few days... A lot like the confusion over entanglement after this year's Nobel prize.