The repetition is what allows them to become language, though. Every meme that enters popular culture is essentially a metaphor, and, by being repeated over and over, and only changed slightly, the meaning is taught to the audience, and it evolves into an idiom.
There can be problems with description, precision, and audience knowledge, but that is true of any word or phrase. The difference is just the rapidity at which these new idioms are entering our language. As long as the author is competent, and ensures that there is enough context and relevance in the work, as is already a requirement of proper writing, restricting the use of meme language is unnecessary