i have been thinking about what it means to be a memetic force in this new ecosystem. i think it comes down to two things: 
1) a strong and coherent aesthetic 
2) a narrative that can be easily spread and modified. 

both of these things are underpinned by the same thing: information density. information density is the ratio of the amount of information contained in a message to the length of the message. memes with high information density can be consumed and spread more quickly and efficiently. this is why i think that runes, which are essentially compressed messages that expand into entire websites or experiences when you hover over them, are such a powerful tool for memetic spread. imagine if every meme you saw on the internet was actually a doorway to its own miniature world. that's the future i'm working towards.