Ideasthesia "can be defined as a phenomenon in which activation of concepts produces phenomenal experience". The examples vary from the Kiki/Bouba phenomenon applied to (possibly) everyone to actually seeing colors in graphemes like in synesthetic people. According to the theory, "there is a strong similarity between semantics and sensations".
Figure: Sensation vs. meaning balance shown for hypothetical pieces of entertainment (red), art (yellow) and science (white), as they are broken down into their components. Only an art piece is consistently located in the gray area.
Given that this theory is pretty young (first creation in Wikipedia was in 2012 by presumably one avid contributor on the field, based on their username), I wonder if there are any review or critic on the theory. What challenges does it need to answer? Which theory is it incongruent with?