I very much doubt that those of us who doubt just about all the marketing fluff that he exposes are just not understanding his genius. I have read parts of NKS, and I don't think it's all that fascinating other than "cellular automata produce pretty pictures, and there's no reason to try to understand why they do this." It's very cranky.
I think Stephen Wolfram is just a rare breed of socially successful crank. He scores high on the crackpot index, but not high enough to be completely discredited as a lunatic. His litigious nature and ability to wrangle the legal system in order to label everything "mine" is what keeps him in business.