It’s intriguing as a thought experiment that gives insight into how the complex physical structure of the world can emerge due to interactions of pieces according to (some known but many as yet unknown) locally embedded rules.

It seems intuitively correct as an analogy. And maybe obvious and not so new as the name claimed, as others have pointed out.

Beyond that I’m glad for him that he has Wolfram language to play with, because that seems much more practical, more about doing stuff, not just ruminating.