The disconnect for me happened when memes started being made for the masses and I don't mean that in a "I liked them before they got popular!" way. I mean when they changed from being in-jokes to attempts at virality.
Does that make sense? Genuinely asking because I don't know how exactly to phrase what I mean. Like a meme made for your group chat is an in-joke and one made "for the public" is...content. I'm not asking anyone to agree with me but I'm hoping my point is understood
[Edit] fixed autocorrect changing virality to vitality