That's the main selling point. It gives routers a lot more information about what they are routing, allowing them to enforce usage rules. Things like 'only redistribute content signed by those who paid to use our new content distribution system' or 'Do not distribute media from Netflix tagged as licensed for distribution in the US only.'
There's the core of a good idea. CAN is a great idea - power savings, bandwidth savings, faster internet, more reliable, hosting costs slashed. But this starts off with CAN and then layers on top of it layer upon layer of hideous complexity, most of which is designed not to bring faster performace to the end user but rather to provide ISPs with an incentive to deploy it by enabling new business models by which they may screw said end users over.
I doubt many ISPs will let your content benefit from this new technology. They'll be keeping it only for their favored distribution partners. Not least because if it was available to all people, it'd become the single greatest advancement in piracy since the invention of usenet binaries. Can you imagine what would happen if this worked an was open to all? I could distribute a 4GB movie rip to a million people with ease, no messing with p2p networks, it would be no harder than sticking it up on a webserver. So could every dodgy russian website offering free movies. There's no way ISPs could permit that to happen - that's one of the big reasons none have invested in developing simpler CAN technology. This NDN system includes public-key verification of the publisher, so ISPs can make sure their networks only cache and improve the performance of content from trusted partners who have the influence and/or money to get on the whitelist.