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they are the toys of children.

Good question, and I have no idea.

The deal is that memes themselves became a meme and it all went supernova.

there's actually a meme cycle of life, creation > use of meme > beating dead horse > dead > new memes eat dead carcass of meme > and the cycle of life continues

I'm well aware, I've seen the deaths of Over 9000 and Rick Roll and their ilk. I'm just referring to the weirdness that was the crossing of a threshold, when people using memes more and more often became a subtle meme of its own and changed how and how often they're used.