The goal of the survival machine is to successfully impregnate the largest number of brains. Just as many species of bird developed outrageous plumage to woo mates, many species of media developed outrageous hype to woo brains. This tripped a gestalt - and suddenly Brand Name was the media product. This created perfect conditions for meme mutation, but as far as information transfer was concerned, the resulting survival machine might as well have been cancer. On the Web, there is no active distribution.
Users surf freely among meme nodes which hang suspended in the unified information space.
As a user gathers information, strands of meme nodes self-organize along trajectories of specific interest. In this way, the Web is a filtered information space. The beauty of this process is that filtering is based on the preferences of the individual user, not on demographic preferences, and not on what an external media source might dictate. Information gathering on the Web is a radical improvement in meme transference over contemporary media in that the brain is highly receptive to every meme along the trajectory. The more novel the information we place on the Web, the larger our collective understanding will become.