After Richard Dawkins' The Selfish Gene, Susan Blackmore drive us deeply into the theory of the meme, social and cultural "replicators", trying to explain the human unique ability to imitate. Altruism, ideas, human behaviours, sex, poetry, music... seems to be simply the result of such as memetic selection...
Even our inner conscious self and our sense of free will are illlusion created by the memes for the sake of their own replication.