Maybe it's a scheme to drum up attention for his new upcoming line of "Rule 30 Wearable Cellular Automata Clothing and Fashion Accessories".

https://www.kickstarter.com/projects/fbz/knityak-custom-math...

They make great tattoos too:

http://i.imgur.com/mct1AFX.jpg

https://geekytattoos.wordpress.com/2011/04/14/wolfram-2-stat...

That one is actually quite controversial:

https://en.wikipedia.org/wiki/Wolfram%27s_2-state_3-symbol_T...