 Attempts to characterize cultural complexity by appeal to number of elements confront an individuation problem, and it remains unclear how to determine what counts either as a distinct element or a single trait. A similar individuation problem emerged in the debate over cultural replication. Dawkins famously coined the term ‘meme’ to refer to discrete bits of culture that play a role in cultural evolution similar to that played by genes in biological evolution, arguing that memes are independent replicators whose propagation serves their own interests (Dawkins 1976). Subsequent research revealed, however, that it is very difficult to determine how a bit of cultural information might qualify as single meme (Chvaja 2020), and many scholars are skeptical that cultural variants are usefully thought of as being discrete or primarily serving their own interests (Hull 1982, 1988; Heyes &amp; Plotkin 1989; R. Boyd &amp; Richerson 2000; Claidière &amp; André 2012; De Block &amp; Ramsey 2016). Consequently, memetics has largely disappeared from academic discussion (though see Sterelny 2006 and Dennett 2017 for exceptions).