It is 100% a joke. He seems to be pointing out that you can get the press to over hype a scientific/mathematical advance by giving it a neat name, e.g. dark matter, anti matter, god particle, quantum-anything, electro-anything, super-anything, hyper-anything.
But wasn't the point of the other one that representing it as a multi-dimensional volume was novel? That had nothing to do with the name. What's the point of mocking the name?
He's not mocking the name or the finding, he's mocking the press coverage. This seems clear to me from the opening paragraph, maybe I'm missing something?
