Heylighen begins his examination of memes by comparing them with genetics.  Genetics is generally an apt metaphor for memetics. Memes are more or less "copied" from one person to another, sometimes varying from the original. Different memes are more or less consistent, infective, or different from majority or prior notions. However, there are key differences. Memes can be transmitted between any two people, rather than parent-to-child.  Memes also replicate much more quickly, and thus can spread throughout a network almost instantly.

The next part of the article deals with meme replication on the internet. The key parts of such information transmission are the internet's high copy-fidelity (digitization allows for lossless transfer), high fecundity (computers can produce a large volume of copies quickly), and greater longevity (digital information can be stored indefinitely). Consequently, the internet allows greater and more efficient replication of memes.  Real-world boundaries are also pushed aside, allowing diffusion to occur from multiple sources and geographical locations outward rather than from a single source outward and potentially limited by physical and linguistic boundaries. Due to the nature of the internet, permanently copying information is not always necessary, but rather linking to information (with the assumption that it will always exist at that location) is more efficient. This suggests that the number of incoming links to something on the web is important for measuring its spread.

The article also discusses how memes can compete with each other or work together, similar to genes. When memes compete, the idea is that the more popular one will win out.  As it pertains to the web, the more linked site will draw more new viewers who will then also link it, making it even more popular.  For a global network, this means that there would likely be a shared ideology eventually.

This article effectively links the nature of memes and genes. It has detailed information on the properties of memes and how they apply to what gets spread across the internet. What this article is lacking is in examples that support the emergence of a global brain. The theory behind it is well-explained, but the external factors that make things more popular or less popular among certain subsets of society are not mentioned.

This article analyzes how the internet works in terms of memetics. In this way of viewing things, each user and website is a different agent or node in the network: not aware of the underlying structure of the network, but instead only concerned with its immediate links within that network.  Marshall takes a bottom-up approach and applies memetics to each level.  At the operational level, the internet is a series of linked memes through which information and messages are routed through agents that have a specific purpose but do not know the intentions of the central controller.  At the service level, agent are interfaces designed to achieve certain goals through interacting with other agents.  In the example Marshall gives, a search engine for online stores has a goal of interfacing with other agents (the online stores) and processing the information.  At the user level, the internet memeplex is able to transmit information quickly and ignore real-world boundaries. Thus users are able to indicate what information they want to receive, and then get it through the network. Marshall concludes that the memetic support system embedded in the internet make it more efficient and allows each additional layer to perform more useful and complex operations efficiently.

Although the aim of this paper is sound, the connection between each level is not discussed in any amount of detail. The clearest points are the discussion on virtual communities and general overview of how the internet can operate as a series of memeplexes.