I guess it depends on your definition.
The issue is that buying something for the memes isnt worth less, it's 'what you are actually buying'?.
If I arbitarily decide to buy an apple for $10 that I could have bought for $1, what did I actually buy with the $9.
Publicity? Goodwill?
I don't believe I only bought an apple, even from the person I bought it from.
You bought $1 of apple and $9 of memes. That you spent 9 dollars of that for such a purpose is none of my concern.
Which is exactly why people should be defining things in terms of the seller, not the buyer.