In a way I don't get it. Isn't every single meme in existence a form of plagiarism? If we couldn't put words over top of images from movies, politicians, cartoons etc. memes would not exist at all! How about no meme at all! Problem solved or not?
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Well, original memes would be ones that someone didn't google up from somebody else's idea, then cut and paste.
For example, with that Nutella one...for one person that's original, for the rest, that would be plagiarism.
I am merely articulating the position of those making the complaints (of plagiarism). Don't shoot the messenger.