What's self referential about it? The huge number encodes the image that the equation plots it. The plotted image is another representation of the image and the huge number. It only takes two sentences to explain but the author writes on and on about useless stuff rather than what it actually is.
The point is that the image it draws contains the formula itself in readable text.
I agree that the presentation lacks a clear exposition of the author's goal --- at least for people unfamiliar with the rest of his blog, I presume.
I think it would be far more interesting how to actually construct this formula than just presenting the formula itself, though...
> The huge number encodes the image that the equation plots it.