in the not to distant future the bulk of culture is controlled by designer memes, because we now have the knowledge to design them, we will conquer the conceptual landscape as much as we have conquered the wilderness.
at first designer memes compete with cultural viruses for a share of the mind but the cultural viruses will loose due to natural selection, they are not as quick as designer viruses. although they won't be wiped out completely they will live in enclaves much the same way as the amish community does.
eventually designer virus will compete with one another, increasingly sophisticated technology will be used to create the winner, computer programs will fine tune memes with memetic modelling before they are launched.
the best way for these memes to succeed is to incorporate some evangelical component,thus cults always have this embedded in them. the most sucessful meme on planet earth is capitalism and islam, eventually the two will clash.