“…Ethnologists have long recognized that cultures evolve on their own terms, and that there are various aspects that seem to reflect understandable processes (e.g., Boyd and Richerson, 1985; Cavalli‐Sforza and Feldman, 1981; Harris, 1968; Laland et al, 2010; Lumsden and Wilson, 1981; Weiss, 2010b; Weiss and Hayashida, 2002; White, 1969), However, consensus has not been reached about the process, and the rather direct transfer of Darwinian‐derived concepts of natural selection and units of inheritance (e.g., “memes”) that has been made is often far less justified and has led to countless strong assertions or even assumptions that are backed by very little hard evidence. If geneticists have been far too simplistic in their hypothesized scenarios, eliding the known complexity of the way cellular life is organized, the connections among genes and memes are even more tenuous.…”