It may not seem deep if you're knowledgeable about information theory, but information theory is still primarily known about only by mathematicians, cutting-edge physicists, and computer scientists with a lot of academic study (i.e., your average four-year graduate probably has never even heard of it). It really hasn't penetrated anywhere near as far as it needs to. In the meantime there's a lot of rather "obvious" papers in numerous disciplines to be written that amount to "Hey, information theory is cool and helpful to us" yet.