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Once in a while, science advances by looking at old questions in a totally new light, achieving what Thomas Kuhn calls a paradigm shift. In the area of population psychology and psychohistory, memetics achieves just such a paradigm shift by inverting an everyday question. Instead of asking how people acquire ideas, the new paradigm asks how ideas acquire people. Without discarding the old question and all the valuable research it has brought, memetics theory expands our understanding of the human condition in areas best handled by this exciting new line of inquiry. Spread the word, that other's data may be saved.