Complexity Theory fascinates me. I have always enjoyed math and physics as an avocation. Physics was, originally, my college major, but I soured on it in my second year. Classes were very cut-throat, and I didn't have that mentality. Today it's a fun hobby. Years ago, I attended a conference sponsored by the Santa Fe Institute, which sought to apply the principles of Complexity to a variety of industries. I managed to convince my firm to send me, and it was one of the more interesting conferences I'd ever attended.
I've wanted to apply several ideas I picked up there to business. Unfortunately, I've never had the opportunity. I'd be interested to see what this recent discovery on the math of innovation can yield.
I'm sure there are some great applications of this concept. I haven't thought much about it, having just read the article. I can, however, see some bad applications. If innovation can be quantified mathematically some people may be lead to believe you can arbitrarily 'create' innovation. It's pretty clear the math doesn't work that way, since innovation seems (even in the equation) to spring more or less organically and its benefits are related more to acceptance rather than application.