I am wondering how you make love "meta" in this example. Is it like a sitcom where they start pointing out each other's mistakes passive aggressively?
But personally I don't fully agree. "meta" is simply another tool, and like any tool you need to know where and how to use it for the best effect. I'd say it's more like comedy: you need to consider the context to really nail it, and sometimes it simply isn't the right time to use the tool.
But the agreeing part here is the general sentiment that people love to run a certain tool to the ground when it becomes trendy. See it all the time in media. trends come and go because companies treat these tools as gold rushes rather than ways to properly convey a message. Flanderization, in a nutshell.