It’s probably Nobel worth based on its world impact.
They create immense economic value and increase productivity.
So atm they just sell hype, and not much more.
I honestly do not see this paper as being in the same magnitude of brilliance as a typical Nobel would be. Not to mention that it barely counts as science (actually it probably does not). Don't get me wrong. It is a huge achievement for both the machine learning research field and for humanity as a whole, but putting along the achievements of Nobel physicists and such feels wrong.