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Most substanceless memes shrivel upon close reflection, like an ice cube in the sun. Problem is, in this day and age people don't spend time examining the ideas that are thrown their way. Things are moving too fast, they've got too much on their mind, and so a catchy meme that appeals to their preconception is adopted and integrated without much thought. I've certainly done it.
Not all memes are shallow harmful; some are good (or at least worthy of consideration), or are ideas waiting for their time. Certain subcultures act as "meme reserves" for old memes that are out of favor now but whose time may come again -- the hippie subculture, the libertarians, old time westerners, the Amish, some of the more radical trade unions, and so on.
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