I know very little about this show. But I think the reason this Rumi thing became such a meme is because it was so unexpected and overdone to the point of cringe and annoyance. And quite possibly very much out of place. Like the TV show "24" slipping into a comedy routine. If the show had been a comedy from the start, it wouldn't be such a big deal. But "24" was never a comedy show. And if Jack Baur suddenly started making goofy faces like Jim Carey, well, it's not going to escape unnoticed. And it's going to spread in a very negative way. I think it's the same thing going on here.