Memories Become Weaker Without Reinforcement

I may not have read the article, but wouldn't this be obvious?

When's the last time you learned someone's name, didn't say it a single time, then saw them any amount of time later (an hour, a day, a week, a month, a year) and remembered it with ease?

I learned a lot about memory from a world memory champion Dominic O'Brien and his keys for long last memories are imagination, location, association, and finally repetition. To make the initial long lasting memory you use the first three, and to make it really stick you run through that scene you've created a week later, a month later, and a few months later. After that, it is very difficult to forget.