That’s not what they’re saying. Nuance is important here.

Some people have a legitimate condition where they can’t remember faces. Moreover there’s a lot of different brains out there and some people have very poor memory when it comes to other people’s names or other details, especially if they’re introverted and have anxiety in social situations. It can be helpful to have reminders, like keeping birthdays attached to people in your contacts so your calendar can remind you when it is someone’s birthday. Everyone is different and what you call “effort” might be a physical or mental deficiency or differently wired brain for someone else.