'Patterns imprinted in it carry information about the very early Universe and seed the development of structures of stars and galaxies in the late time Universe.' [From the Bulletin]
If the universe is encoded on a 2d surface and has been projected on 3d, doesn't that sound like some design/intentional purpose encoded on the 2d surface?
In physics, all matter can be described as having "information" or "state" that describes itself. That information can't be destroyed. However, a questions about how matter's information was preserved in a black hole led to math equations that describe how that information is "encoded" onto the black hole's event horizon. As a funny side effect, those equations also happened to describe everywhere else in the universe, leading physicists to look around and ask themselves, "Are we holograms too?"
In this way, the Hologram theory states that all matter is really information on a 2D surface, and that "we" are the 3D holographic projection of that information.