I tried to understand why this narrative is so prevalent, and it looks like it is due to its very appealing nature - both to the listener and to the speaker: "all those egghead scientists can't see an obvious solution to a problem they are fighting with for decades". I also noticed that when you get deeper into it, then you find that the source - the "speaker" part in the whole narrative - is some kind of science popularizer. Who at the same time (surprise) is a proponent of his own flavor of modified gravity theory.
Truth is - everyone, including me, had this idea as soon as they first heard about the DM. If you actually study all the evidence and discussions around the subject, you'll see that introducing an extra "dark" particle is the most obvious solution to the whole collection of observational inconsistencies. Modifying gravity in such a way so that it is self-consistent and consistent with all the observations... I actually don't think anyone completely finished that project so far.