Friend or foe. Some ideas are welcomed like a drug dealer at a rave party and mingle freely. Either way debate ensues and the idea, and related ideas survive or die based on their fitness within their environment. Memes, a word coined by Richard Dawkins in his book the Selfish Gene, are like genes but for information based life forms rather than physical life. Informational life requires a physical host as much as physical life requires info-life to affect it's behaviour in a life sustaining way.
Gravity is behaviour.
Behaviour is the excrement of information and gives rise to physical changes which form the landscape for information. Dr Who's tardis, it's much bigger on the inside than it is on the outside. You don't really notice time getting faster, but as you get older your experience of time dwindles. If you could approach an infinite age time would collapse into no time. Each successive generation can handle more simultaneous information than the preceding generation.