“Rumors had their own classic epidemiology. Each started with a single germinating event. Information spread from that point, mutating and interbreeding—a conical mass of threads, expanding into the future from the apex of their common birthplace. Eventually, of course, they'd wither and die; the cone would simply dissipate at its wide end, its permutations senescent and exhausted.There were exceptions, of course. Every now and then a single thread persisted, grew thick and gnarled and unkillable: conspiracy theories and urban legends, the hooks embedded in popular songs, the comforting Easter-bunny lies of religious doctrine. These were the memes: viral concepts, infections of conscious thought. Some flared and died like mayflies. Others lasted a thousand years or more, tricked billions into the endless propagation of parasitic half-truths.”

“For the entire course of evolution leading from our primitive mammalian forebears of a hundred million years ago to the single lineage that threaded its way to become the first Homo sapiens, the total number of individuals it required might have been one hundred billion. Unknowingly, they all lived and died for us. (21)”

“Every single thing we own owns us." Abigail from a thread of truth”

“It was as if thousands and thousands of little roots and threads of consciousness in him and her had grown together into a tangled mass, till they could crowd no more, and the plant was dying. Now quietly, subtly, she was unravelling the tangle of his consciousness and hers, breaking the threads gently, one by one, with patience and impatience to get clear.”

“Evolution itself embodies an ongoing exchange of information between organism and environment .... The gene has its cultural analog, too: the meme. In cultural evolution, a meme is a replicator and propagator — an idea, a fashion, a chain letter, or a conspiracy theory. On a bad day, a meme is a virus.”

“Nothing ever begins. There is no first moment; no single word or place from which this or any story springs. The threads can always be traced back to some earlier tale, and the tales that preceded that; though as the narrator's voice recedes the connections will seem to grow more tenuous, for each age will want the tale told as if it were of its own making.”