The "shock value" of this idea relies on misusing the term "universe." By definition, there is only one universe. To speak of "multiple universes" necessarily involves a new, different meaning of "universe."
Of course, the same fate befell the term "world."
My prediction: This new meaning of "universe" will eventually come to be accepted as its canonical meaning, and some new term will have to be adopted with the same meaning as the term "universe" had originally.
You're right, it does open one hell of a can of worms. The metaphysics of it all is mind-boggling. Philosophers' heads are probably exploding as they read this.
The principle that there can be no possible communication between these bubbles allows each to be treated as an independent universe with different physical laws. A universe then would be a region with a particular set of physical laws.
As more extra-solar planets are discovered, "solar system" is also similarly misused.