It sort of comes down to the question of what's really being learned here? Are they modeling some inherent process of topics becoming popular (or memes spreading in a population) that could be used in other situations, or are they just modeling some arbitrary algorithm that twitter uses to mark some topics as "trends"? If they're just modeling twitter's existing algorithm, then it's less interesting because that algorithm already exists. Since they're able to detect the trend before twitter does (well, before twitter announces it anyway), then it seems like they're probably onto something more fundamental.