I see your point; memes are as a game of chess or any other. Some games allows strategem; the employment of tricks doesn't qualify one as a liar, but is part of the game (particularly in games simulating warfare).
Memes are not games, but are meant to be fun, so it shouldn't be taken as such. However, to me this can easily translate to real life, if, one does so with little to no guilt.
If I for example (pretending to be a Prophet, or a Spy Master), promised my viewers "If you drink Cynide, little-by-little, then you can develope an immunity over it" and people did end up dying, should i be excused because "Hey, it's just a meme; and its free speech!"
Kyle is not asking people to drink poison, or to give to a church that promises them wealth and health the more they give, but he is LYING... to people.
What ever happened to our POV on lying, it's OK now and no longer evil?
Time-wise, It costs his victims little, a mere minute or so depending on how they responded to him
And yet they've pinned their hopes on his claim, very happy that he'll do it, but in the end, will discover the lie he has said.
He cheated them of Upvotes for his gained, undeservingly... and they get nothing that was promised.