About Memes: In spite of all the hoopla, memes are nothing more than a specific kind of ideas. This book is filled with ideas, a few of which could become memes. Everybody takes for granted ideas exist, and so we have no problem with that. Somebody does something stupid, somebody else demands to know, "What’s the big idea?" and, except for the direct results of that, or recognition of the insult, nobody thinks anything more about it. Nobody jumps up to insist the concept of ideas needs to be investigated, let alone whether one of them can be of a describable size, located in some specific detectable place, or whether somebody can actually have one and should even be responsible for the results of applying it.

On the other hand, more than a few people have trouble with whether or not we actually exist, let alone be actually aware or conscious animals in charge of our own lives. "Conundrums abound, vested interests reign, we are victims of our genetic heritage and cultures, self-motivation is impossible, attitude is something inherited, and responsibility is an outdated concept." A certain breed of scientists will reduce ideas down to their chemical components and proclaim doubt that memes (and, by the same token, ideas)