I mean, it's not like mice can verbalize their experience. They don't use words to tell us how they "feel" about these memories on the inside.
And in the article, it states that no new memories were actually created. Only the nature of existing memories were augmented to be negative.
From the article:
...whether they could create a new, negative association
by flipping the switch on an old, neutral memory while
giving the mouse a negative experience.
So they took an existing memory of a location, and made the mice scared of the location. That's a lot different from the claim in the headline.