This is somewhat like the way antibodies are formed. There are genetic changes (recombination) at the DNA level in the antibody hyper-variable regions. This is how we produce antibodies for everything based on a single gene (somewhat).
However, antibody VDJ recombination is more akin to write-only memory. Once it is produced, it doesn't change.
Googling keywords like non-coding RNA, reverse transcriptase, and epigenetics suggests that even further back than this article, this was suspected to be the case.
So, if I understand this correctly, it's like Johnny Mnemonic, but you don't have to store the data only in your brain. I bet if you used your entire skin instead of just your brain, you could store a whopping 500 gigabytes!