If Pi is normal, which we haven't proven but do suspect to be true, then it contains Hamlet, and indeed the entire works of Shakespeare in chronological order, an infinite number of times. https://en.wikipedia.org/wiki/Normal_number
Of course! But we haven’t been proven it yet. And in any case, knowing something exists is quite different than actually observing it. I know every night in Vegas, so many people will hit my lucky number (7, boring I know) on a roulette wheel that it is a perfectly ordinary event with no significance, and yet I would be ecstatic if it happened to me and would certainly be feeling lucky (and so I don’t gamble!). Even if Pi is indeed normal, it would still certainly be beyond surprising to stumble across the complete works of Shakespeare. In fact, from a cultural point of view, it would be a somewhat earth-shattering event! Imagine the headlines! Maybe not, maybe no one would care. It would certainly be shocking to anyone with half a brain cell, even if they knew it had to be somewhere… to find one such particular region is just so improbable that it would be undeniably… cool?
My point is that structure emerging out of noise, even if by mere coincidence, is still deeply interesting on a human, psychological level. Another commenter described the original paper as astrology, essentially arguing that it is bad science… maybe that is the case, but I think there is still room for some form of… confusion, estrangement, awe? in observing these sorts of phenomenon, even in scientific discourse every now and then. It’s vaguely like a piece of meaningless but none-the-less captivating art emerging out of the complex technological and discursive apparatuses of science.