Think of your favouite food! Who was the first person/group to think of, and make it so delicious? Was it conceive in a single go, or a series of successive events?
Inference: This must be reminding of you of how social elements and human ideas behaving like living entities. They are born. They complete with other ideas. They replicate and eventually die/extinct.
The mantra of meme theory: Gene regulates Living organism.In the same way Meme regulates social behaviours and ideas.