Probably because the idea is trivial in hindsight (always is) so publishing fast is important. Afaict, the idea is to compute the gradients layer by layer and applying them immediately without bothering to back-propagate from the outputs. So in between layers would learn what orientation vectors previous layers emit for positive samples and themselves emit orientation vectors. Imagine a layer learning what regions of a sphere's (3d) surface are good and outputting what regions of a circle's (2d) perimeter are good. This is why he mentions the need for normalizing vectors otherwise layers would cheat and just look at the vector's magnitude.

The idea is imo similar to how random word embeddings are generated.