He manages to make himself the actual subject of everything he writes. When I saw the author’s name, I knew the article would make sure to fluff up his own ego, and it took him less than a paragraph to get there.
It's not just his ego though, it's the way his ego clashes with other egos of internet commenters. Why do so many people feel the need to comment that they already knew Wolfram would write about himself and then confirm that it is indeed so? If you can predict it so well and you don't like it, you could just ignore it. But somehow it triggers people even knowing that he exists and they can't let it go.
I like the lambda calculus and I was intrigued by the title, so I gave the article a shot. Hope springs eternal.
He's insufferable, but I'll take his variation on the theme of "narcissistic billionaire" over most of the others we're currently forced to share the planet with, any day of the week.