That's older than the 2010s, Deleuze said people writing autofiction "can go fuck themselves" in the late 80s and Baudrillard went after them in one of his Cool Memories.
"All these novels in which the authors try desperately to dramatize their own histories, their experiences, to recount their own psychological dramas - this is not literature. It is secretion, just like bile, sweat or tears - and, sometimes, even excretion. It is the literary transcription of 'reality television'. It is all the product of a vulgar unconscious, not unlike a small intestine, around which roam the phantasms and affects of those who, now they've been persuaded they have an inner life, don't know what to do with it."