The authors do interesting things with the NFM, including explaining why pruning should even be possible and why we see grokking during learning. They also train a kernel machine iteratively, at each step alternating between (1) fitting the model's kernel matrix to the data and (2) computing the average gradient outer product of the model and replacing the kernel matrix with it. The motivation is to induce the kernel machine to "learn to identify features." The approach seems to work well, outperforming all previous approaches on tabular data.
PS. I've updated my comment to add these additional points.
I agree that the proportionality seems a little obvious, I think what’s most interesting is what they do with the quantity, but I’m surprised no one else has tried this.
In particular, if we believe the manifold hypothesis, then one should expect a useful metric on features to be local and not static - the quantity W’W clearly does not depend on the inputs to the layer at inference time, and so is static.
Moreover, if I’m understanding their argument right then W’W is proportional to an average of the exterior derivative of the manifold representing prediction surface of any given NN layer (averaging with respect to the measure defined by the data generating process). While this averaging by definition leaves some of the local information on the cutting room floor, the result is going to be far more interpretable (because we've discarded all that local data) and I would assume will still retain the large-scale structure of the underlying manifold (outside of some gross edge-cases).