That's not to say that NTMs are bad or uninteresting! They are super cool and I think have huge potential in natural language understanding, reasoning, and planning. However, I do think that DeepMind will have to prove that they can be used to solve some non-trivial task, one that can't be solved much more efficiently with traditional CS methods, before people will join in to their research.
Also, I think there's a possibility that solving non-trivial problems with NTMs may require more computing power than Moore's law has given us so far. In the same way that NNs didn't really take off until GPU implementations became available, we may have to wait for the next big hardware breakthrough for NTMs to come into their own.