Hinton isn't saying "Let's stop using fire," but "Let's understand the principles behind fire so we can use them in more sophisticated, informed and powerful ways."
The ML community did take the Theory approach trying to prove bounds, SLT/SRM, PAC, etc. and that was an excercise in futility. While I don't deny that there is value to looking under the hood but for a long while the community abandoned any empirical results that didn't fit their paradigm. Between rigorously validating their methods and writing yet another 4 page long proof. A lot of researchers would prefer latter, effectively locking out empirical approaches from most dissemination venues and eventually funding.