The bait usually justifies, but does not explicitly urge, the replication of a meme-complex. Also called the reward co-meme.
Memes evolve in competition for niches in the belief-space of individuals and societies.
Hence, censorship is analogous to attempts to halt diseases by spraying insecticides. Censorship can never fully kill off an offensive meme, and may actually help to promote the meme's most virulent strain, while killing off milder forms. Also called a symmeme. Highly exo-toxic memes promote the destruction of persons other than their hosts, particularly those who are carriers of rival memes. The hook is often most effective when it is not an explicit statement, but a logical consequence of the memeUs content.