That's not really a new theory, as I've come across it or at least minor variants on it a couple of times before. But if they are able to apply this paradigm and improve the effect, then more power to them.
Also I should say that it's reductionistic to apply aspirin's cancer benefits to any one single mechanism. Practically all of the NSAIDs have been shown to have anticancer effects, so there seems to be a component related to inflammatory signaling as well. It doesn't seem to be due solely to COX-2 inhibition, as different NSAIDs have different magnitudes of effects in different circumstances, but the common thread is inflammation in general.