They didn't 'discover the location of memories', they simply discovered that they can trigger a reaction that looks similar to that of the original incident by focusing energy on parts of a mouse brain that were actively stimulated during the incident.
This is Pavlovs dog with optics, not revolutionary science.
I don't understand your reference to Pavlov's dog, it's more comparable to Penfield's work with stimulation of specific points of the brain. Also the ExtremeTech headline is a bit misleading. The related MIT article is a little more clear that this involves memories in a small cluster of neurons, not one memory per neuron as is implied by the heading above. http://www.mit.edu/newsoffice/2012/conjuring-memories-artifi...
Not revolutionary? It's a relatively small step from here to mapping out the neural pathways which trigger specific memories. If we can figure out those underlying structures, we can hopefully learn how to read and modify them.
This is Pavlovs dog with optics, not revolutionary science.