A. Garrett Lisi doesn't know why bosons can't be added with fermions and why spinors can't be added with scalars and vectors, among many other things. But he has made it. ;-)
The term "a theory of everything" in the title together with a bunch of unusually stupid journalists is enough to do so.
A female surfer was picked instead of AGL to enforce affirmative action.
The Telegraph, The Ottawa Citizen, and other outlets have made this crackpot so famous that even humble blogs such as this one have seen their traffic triple yesterday as a consequence. On Thursday, TRF had over 9,000 unique visitors and on Friday over 14,000 unique visitors. Everyone is thrilled with the "E8 theory of everything". Well, people are rather excitable. ;-)
Good for them. Bad for the wisdom of the society.