Built on memes? You mean because he used memes as images within the tutorial / blog post? I'm not quite understanding what you mean. I'd encourage you to read it, regardless if you don't like the memes.
I found this article to be really awesome, as I've been thirsty for good Erlang resources.
Most any post, tutorial or README that includes memes as part of the content loses my respect a little. It instantly dates the content and alienates those who perhaps approach software more seriously. Imagine viewing man pages with embedded cat photos in 15 years.
It's 2014 guys, not 80s or something. No-one needs to be forced by the author to read black texts over white background. Using memes, which are the most popular way of expressing feelings nowadays, is a good way to keep reader focused on the content without boring them bunch of new or uncommon stuff.
If that was about php/mysql article, "adamors" might be right but this is a piece of information that we can call "priceless". So, enjoy and go try even if you fail.