It looks as if memes are are poor players at their own game. The spread of the concept itself depends on the success with which it can exploit the analogy with genes. However, as a result of the latest discoveries about DNA, molecular biologists are trying to stop talking about genes and are embracing instead the concept of the genome. Memetics sounded plausible, as Richard Dawkins must have sensed when he created the metaphor. But memomics?