Eh, I'm pretty sure the author is arguing about "seriousness" in a "professional" sense as opposed to a "large consequence" sense.

I think the proliferation of "large consequence" has to do with lazy writing and if you have a bunch of people "save the world" now they need to one-up it so it becomes "save the star system". So when you have a ton of sequels being produced they need to keep getting larger and larger consequences for the plot line.

However, on the lack of "professionalism" I think the author is spot on. Their initial example is that "Pumpkin Spice" contains no Pumpkin. Saying you're doing X while you'r e not doing X is very unprofessional (unserious).