[grumpymuppet]

At face value, I think I agree -- especially the format of the website being in a sort of hand-designed style.

"Assembly Theory" is a sort of applying (kolmogorov-esque) complexity theory to physics and other natural sciences. I don't know much else beyond that it's a "real thing".

So with that extra background, I give it a pass. I think it's an interesting idea at least.