story
I'm not sure that means anything. In an OO language, you are always de-serializing into objects, and objects are always 'executable code'. Hashes and Arrays are executable code too, right?
The problem is actually when you allow de-serializing into _arbitrary_ objects of arbitrary classes, and some of those objects have dangerous side effects _just by being instantiated_, and/or have functionality that can turn into arbitrary code execution vector. (Hopefully Hash's and Array's don't).
It is a problem, and it's probably fair to say that you should never have a de-serialization format that takes untrusted input and de-serializes to anyting but a small whitelisted set of classes/types. And that many have violated this, and not just in ruby.
But if you can't even describe the problem/guidance clearly yourself, I think that rather belies your insistence that it's an obvious thing known by the standard competent programmer.
(I am not ashamed to admit it was not obvious to me before these exploits. I think it was not obvious to a bunch of people who are in retrospect _claiming_ it was obvious to.).