Haha, that was unnecessarily controversial on my part. I can totally accept that other people disagree on that.

but you didn't even add the requisite "go ahead and downvote me!"

They’ve just fallen in with a different meme that makes comments attractive to a different set of users.

Yes, indeed! I can certainly tell you that post The Selfish Gene I have been entirely enamoured of the concept of the meme. I find it very elegant. If that isn't a brainjack, I don't know what is.