 These criticisms focus on whether there truly are memes. But there are also criticisms of the usefulness of the meme concept, regardless of whether memes exist. As was already indicated above, one might worry that memetics merely offers a cosmetic re-packaging of a familiar set of stories about cultural change. Perhaps science is composed of replicating entities struggling against various selection pressures, but what insight does this offer us, if in the end it presents us with nothing more than an alternative idiom in which to describe the various factors that affect the evaluation of scientific hypotheses? Perhaps clothes fashions are memes, but even if that is the case, one still needs to explain what makes one clothing meme fitter than another, and the fear is that once spelled out this will quickly boil down to a well-known appeal to consumer psychology.