I think they're talking more along the lines of those online meme editors. Yea i could download the lion king and clip the frame with simba and then pull it into photo shop and then add text and then upload it to imgur. Or I could go one of those online meme editors in click the photo and enter my text and then get a link to the meme I made.

The whole point is to totally lower the bar for anyone to make a passable copy, thus removing all confidence that any screen shot is genuine.