This reminds me a lot of The Selfish Gene by Richard Dawkins (https://en.wikipedia.org/wiki/The_Selfish_Gene). That book actually coined the word "meme".
Mindblowing book if you haven't read it.
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Susan Blackmore's The Meme Machine is the book that brought the ideas home for me.
Having seen this link, many of the responses in this thread make a lot more sense now.
I'm starting to see a meme emerge here.