I would put my money on "yes," because "ideas" are old, boring, and stuffy. "Memes" are new, fashionable, and better yet, they are ScienceTM!
I think there is a study somewhere that shows books sell better if they seem to make up a new word to describe something. I might be pulling it out of my arse, but I'm sure I recall something along those lines...
"Truthoficty and audiosim: understanding the importance of being truth when you speak" (it sounds right, therefore it is).
Isn't the scientific term for that truthiness?
you said "new words" truthiness was coined already. i needed Truthoficity! It's the validity of the truth of truthiness!