That's just it - exploration vs exploitation trade-off. Don't believe this can be dusted off.
We create meaning through human interaction. It's a very dynamic and fuzzy experience. We make it out to be a lot more concrete than it actually is. (Part of that is because of the rise of written language, which gives the illusion that if you can point at text on a page that somehow that text represents in an absolute fashion some concept. It does not.) Add programming to the mix, which is almost an entirely mathematical construct, and it's quite easy to get the wrong idea.
This is the kind of thing programmers have blind spots about, and frankly it drives a lot of people crazy. So it's exactly the kind of domain where well-intentioned people can totally fuck things up for large portions of humanity. I'm not really crazy about seeing another social-media-level "oops!" in my lifetime.
If you take a look around, printed words don't exist in most languages. Most languages are spoken. Printing is an extremely new thing we've only had for a very short amount of time. The only thing print can do is present a stilted, over-formal version of what listening to a monotone person give a speech in a dark room might be like. That's good enough for most cases, since the brain makes stuff up it needs. But I don't think it's language, at least not in the same way real spoken languages are language. Real languages are a messy and confusing affair, even more than printed words can be. The way it works is through the interaction over time, not over definitions. (Something something language games)
I wish the guys luck. I'm not so sure we understand the problem yet. We may end up creating a machine that makes up answers to our questions after reading such that it sounds like a real person is doing the work. That's cool -- but it'd be a horrible disaster for humanity if something like that started being the primary interaction point with people. Over time it would make us a horribly stupid and unimaginative species. Like everything else in tech, we have good intentions and endless optimism. We're going to solve a problem whether we understand what it is or not, dang it. plus ça change... (And no, I don't think giving up the idea is any good. I'm just encouraging more understanding of the real goal versus the apparent goal)