The issue is tossing out the step where the reasons the archetypal example gives the category a negative connotation are checked against the example under consideration.

And my claim is that, in typical uses of the example arguments, the reasons that make the category negative—for the arguer—are precisely the reasons the arguer intends to advance. So, Yvain hasn't made a case that submergence in a verbal archetype is an important fallacy. And thinking that it is the key fallacy involved in these arguments promotes superficiality when considering arguments like the exemplars.