Garrett Lisi Theory of Everything?

Why is this getting so much press? He basically picked an arbitrary symmetry structure to break into the Standard Model/Gravity (adding some 20 particles not yet found). Who's to say there aren't many other higher symmetry structures that do the same? And if they mean anything? The chance that he can predict 20 new particles is highly unlikely. So why all the press? LHC were are you?
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