It's all the fault of the 50's and the invention of labour-saving devices. Before that, women who were at home all day had to know how to organize their time to get the things that were needful done.
Once we had fridges, freezers, washing machines, dryers and microwaves we just sat in our houses painting our nails, and that gets old pretty damn quick.
I don't FLY, because the whole thing drives me nuts by cluttering up my inbox with out-of-sync emails ("Why are you telling me I need to shine my sink before bed now? It's only 5 o'clock!")
I agree that the 15 minutes thing is useful, but I got that from somewhere else entirely.
Being organized about housework isn't drudgery, though, it's the very opposite. If you don't like housework, get a cleaner. If you'd rather spend the cash on wine (like me) but you personally don't like mess, it's not exactly a huge leap in logic to be organized about it.
And as for at-home partners doing the housework, well, duh. My Dh does quite a bit, but it's simple logistics that if I am in the home 40 hours more than he is, I'm going to have more opportunity to tidy it up. Sod all to do with sexual politics and everything to do with the fact that I hate walking on a crunchy carpet, and he's not nearly as fussed.