Terence McKenna says to know your meme

We glorify the creative potential of the individual, the rights of the individual. We understand the felt-presence of experience is what is most important. But the culture is a perversion. It fetishizes objects, creates consumer mania, it preaches endless forms of false happiness, endless forms of false understanding in the form of squirrelly religions and silly cults. It invites people to diminish themselves and dehumanize themselves by behaving like machines - meme processors of memes passed down from Madison Avenue and Hollywood...

- Terrence McKenna