This included a phase where some physicists began having opinions about the subject, anticipating they might quickly find a model for the brain, with fields, or other physics-like paradigms.
Their expectations were that with their superior understanding of all things fundamental, they would rush in, and rush out. Leaving the stunned machine learning researchers dazzled, frazzled, and asking "Who was that masked physicist?!?"
Except their ideas went nowhere.
I can't find the book, but this story made for a memorable foreword.
EDIT: The downside, of course, is that you appear arrogant, and people won't like you. This can hurt your reputation because it is apparently anti-social behavior on several levels. I think its fair to call it a little bit of an intellectual punk rock move that is probably better left to the young. It's an interesting emotional anchor to mapping a new field, though.
Mostly when I read about things like this happening, it's happening to a formerly intractable problem in mathematics. Do you have examples outside of math?
Theoretical ecology is a bit more old-school answer. Many mathematicians have been involved in that field.
I take that back. One can never forget the brilliance of HiC by Erez. But other than that TBH all other “mathematical” or computational breakthroughs I’ve seen are just at best meticulous application of obvious math and computational algorithms to biological problems (and may I say poorly? Thinking back to the microarray nightmare years).
Pretty much everything in genomics depends on shotgun sequencing, which in turn depends on CS. The algorithms used for assembling something useful out of the sequence reads are highly non-obvious. In fact, most developments in string algorithms since the 80s have been driven by the needs of DNA sequencing. (Information retrieval used to be another contender, but word tokens turned out to be a better tool for that field.)
Actually most applied physicists like myself go down that path cause we're pretty efficient, lazy folk & skip through as fast as possible--I call it the principle of maximum laziness.