Or maybe he has an interesting theory he understands deeply, and think its valuable to show how this theory can give insight to the problem in question. Why be so cynical?
And long. Loooong. His sales pitches seem to always go in circles. Computational irreducability here, causal graph there, namedrop Wolfram Language a few times with pretty pictures, make sure that "in our models" Einsteins theory and quantum mechanics are mentioned as special cases and "surprisingly everything works out beautifully". Yeah no right.
Time to move on. I've read enough of his 20-mile-long self-praising sales pich novels. He is just going in circles.