neuronexmachina's flippant comment misrepresents Hawkins and On Intelligence, which lays out in popular form a scientific theory of neocortical function, with perfectly sane perspective on what that means in the context of the whole brain, due references to neuroscience, suggestions for experimental tests and obvious awareness that the theory may prove wrong or incomplete.
I'm disturbed to see that two of the early comments here contribute nothing of value and amount to little more that personal attacks by way of misinformation.
What we do see a lot of, are people getting enamored of consciousness and dipping their toes in. For all I know Hawkins is an unheard-of genius, but his stuff reads like many of the dilettantes I've already seen.
Other millionaires may buy yachts, or just spread "novel" ideas (e.g. Hyperloop idea by St. Elon) without investing their own money.