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.