Not to be glib, but this reminds me of days spent reading TV tropes. I think the author is stretching a little to say noone considered this since Aristotle. Not only is there a lot of overlap with meme theory, people have been doing literary criticism forever. Nice article though.
Absolutely, it's weird isn't it–talk about an elephant in the room! I'm not sure what would be weirder, if the author never heard of tvtropes.org, or they know of it but write as if it doesn't exist. The author seems to live in some parallel universe, very strange. I think you're too kind though–it makes the article entirely ridiculous. And then... I read this[0], which talks about the author's work. He's got degrees…
Bringing this down to the CPU is as absurd as all those 17th century opponents of materialism. "How can rude matter bring about all the ineffable qualia!" Hilarious.