My son (who is 9) was diagnosed with celiac when he didn't grow from age 2-3 (gluten -> guts make enzyme to digest it -> immune system sees enzyme making cells as invaders -> immune system attacks cells -> intestines swell -> nutrition stops being absorbed). He was effectively starving despite eating. He's on track now as we have a strict gluten free household, and the fad people have created a market demand which makes companies want to make products that give him options...but a treatment like this would be life changing.

so for some people this may be a vaccine against gluten free bread

The most marvelous medicine in the history of humanity.

That naming does makes sense, given what the treatment does, although I agree they really need to work on their marketing and come up with a term that won't cause confusion or get the anti-vax folk excitable.

From the article:

"A typical vaccine teaches the human immune system to recognize a virus or bacteria as an enemy that should be attacked. The new “inverse vaccine” does just the opposite: it removes the immune system’s memory of one molecule. While such immune memory erasure would be unwanted for infectious diseases, it can stop autoimmune reactions like those seen in multiple sclerosis, type I diabetes, rheumatoid arthritis, or Crohn’s disease, in which the immune system attacks a person’s healthy tissues."

"Inverse vaccine" sounds like instead of preventing a disease through a weakened or dead version of the thing you're preventing, they inject you with a stronger version of the thing you already have to kick it's ass.

... initial phase I safety trials have already been carried out in people with celiac disease ...

In case you happened to miss that part. Good luck!