In the blog linked from the summary, the blog writer uses the word 'always' for the spread of an idea. The quotes from the director of research Szymanski do not show 'always' in that sense. As for the age of the hyperbole Universe comment, it seems to be merely emphasizing that no progress is made toward person to person spreading of the given belief, when the current adoption is underneath the 10% value. He could have equivalently said "until the cows come home."
It seems to me this is a simple diffusion problem. A person's belief might be influenced if N or more people in that person's immediate circle of contacts (call it T people) hold the given belief. The researchers say that N/T > 0.1 will spread the belief by person to person diffusion, less will not. This means that if you wish to introduce a new belief into society, you and your cohorts must work to get to that fraction, whereupon thereafter, it will take on a life of its own without your continuing effort to promote it. Since the introduction of a belief by diffusion increases the fraction, it will proceed exponentially. In this context, that perhaps justifies the calling the spread "rapid".
True or false? Who knows. This was a blog of quotes, not a research article. Perhaps if 10% of slash dotters come to believe in it, everyone will.
10.0 times 0.1 is hardly ever 1.0.