I think "incongruity theory", that the article is alluding to, does actually apply to most of these. You're focusing on the context rather than the actual underlying mechanism driving the joke. e.g. the first one "bullying, where the joke is not particularly funny..." Consider that the incongruity of a comedian laying into someone verbally, compared to the way we're primed for them to talk in polite-society interactions, may be part of the reason why this works. Similarly example two - "Otis Elevators: They'll never let you down!" - there is an incongruity in the usual usage of the expression 'they'll never let you down' to here, that could be what makes this work as a joke.

I agree there are examples that incongruity doesn't cover, e.g. slapstick I personally believe is something a bit different, but generally I do think it's a pretty compelling explanation for a lot of modern comedy.