I don't know, they aren't. He says they are the perfect incarnation of them, or that they embody them. I don't think the headline really suits the article, they seem to be suggest different things. Everything is "breaking" the internet these days though.
Yeah, I read the article and just kept thinking how this isn't really any different than any other meme. Even the examples in the article left me a little confused. People kind of use all image macros however they want too. But I guess a lot of people do complain about people using image macros incorrectly.The word “meme” means many things to many people (for instance, it is often incorrectly used as a synonym for, like, the fifty-sixth definition of “macro”), but in general, a meme is intrinsically bonded to a certain, often very granular emotion. Socially Awkward Penguin is tied to social awkwardness, Sweet Brown’s “Ain’t Nobody Got Time For That” is linked to being too busy, the facepalm is about being very disappointed, cereal guy is about being in the middle of eating but also wanting to add your two cents, the song “Friday” is about trying your best and failing but still having fun, etc.