While there certainly should be research on different aspects on the things we are tackling with, I question whether this exact work will have the same type of publicity if it were done by a no-name physicist. In other words, how much of this is due to a cult of personality?
There is also another aspect to this, in which one would ask about Wolfram on "what have you done for me lately?". The last thing he did that garnered quite a bit of publicity was his book "A New Kind of Science". That book was http://jfi.uchicago.edu/~leop/AboutPapers/WolframReview.pdf by one of the Giants in the field, Leo Kadanoff, in Physics Today and it didn't come out unscathed. That book did not create its lofty goal of "a new kind of science".
So the issue here isn't discouraging or dismissing any effort to look at something in a different way, but rather having the attitude, based on his previous efforts, of "I'll believe it when I see it".
Zz.