diff --git a/entries/memetics.txt b/entries/memetics.txt
index 569ee74..65ab89f 100644
--- a/entries/memetics.txt
+++ b/entries/memetics.txt
@@ -1,9 +1,11 @@
 memetics
 
-/memetiks/ , n. [from meme ] The study of memes. As of early 2003, this is
-still an extremely informal and speculative endeavor, though the first steps
-towards at least statistical rigor have been made by H. Keith Henson and
-others. Memetics is a popular topic for speculation among hackers, who like
-to see themselves as the architects of the new information ecologies in
-which memes live and replicate.
-
+/memetiks/ , n. [from meme ] The study of memes. That is, the spread
+of ideas and cultural artefacts. Memetics never really got much
+traction within formal academia, but it has had a huge impact within
+popular culture. From the mid 2000s onwards the "meme" as a photo or
+cartoon image with some short text phrases in large ALLCAPS letters
+at the top and bottom became the standard format for distribution
+of whilmsical content on messaging forums. Photos of cats doing
+funny things together with some amusing caption became the most
+common type of meme.