Susan Blackmore — English Writer born on July 29, 1951,

Susan Jane Blackmore is a British parapsychologist, freelance writer, lecturer, sceptic, and broadcaster on psychology and the paranormal, and is best known for her book The Meme Machine. She has written or contributed to over 40 books and 60 scholarly articles and is a contributor to The Guardian newspaper... (wikipedia)

One of the biggest mistakes that people make when they think about memes is they try to extend on the analogy with genes. That's not how it works. It works by realizing the concept of a replicator.
Certainly almost everything we do and think is colored in some way by memes, but it is important to realize that not everything we experience is a meme. If I walk down the street and see a tree, the basic perception that's going on is not memetic.
Take male strategies for success in the world. If you've got all the advantages, if you're attractive and clever and all of that, you will generally go for very high quality females.