I might have misunderstood/skipped the part 'which is compressed, by the rules of memetic natural selection, into the boldest and shocking-est possible framing'

I might have misunderstood/skipped the part 'which is compressed, by the rules of memetic natural selection, into the boldest and shocking-est possible framing' ? How much is the Thinker to blame ? What can Thinkers do to avoid this issue (besides 'obscurantism') ? I guess sometimes a specific critic wouldn't even be to blame, it's just that the critics are over time slowly going to shift the initial meaning until only the hollow strawman husk remains ? But yeah, I guess that we're talking about the same thing...