Isn't this his personal blog? The domain name is "stephenwolfram.com", this is his personal website. Of course there will be "I"'s and "me"'s — this website is about him and what he does.

As for falsifiability:

> You have some particular kind of rule. And it looks as if it’s only going to behave in some particular way. But no, eventually you find a case where it does something completely different, and unexpected.

So I guess to falsify a theory about some rule you just have to run the rule long enough to see something the theory doesn't predict.