This interesting Wired article describes some experiments around meme transmission.

Networks are the medium of meme transmission, this much seems obvious, but not much else is well understood about meme formation and transmission, except perhaps by advertisers, and they aren't telling.

It's good to see experimental memology, being practiced on the web. Maybe the methodology needs to be clarified. Double blind experiments would be difficult on the public network, but there's a good chance we'll learn something useful from meme experimentation.